Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

We should all be able to trust the ads we see and hear. And, in the majority of cases, we can. UK advertisers, by and large, stick to the rules. We only step in on occasions where an advertiser over-exaggerates, omits key information, or makes ambiguous or unclear claims in a way that’s likely to confuse or mislead us into making a purchase we wouldn’t otherwise have made.

The kind of complaints we receive about misleading ads often concern pricing and issues such as hidden costs like booking fees and credit card charges. We also receive complaints about exaggerated savings claims, significant terms and conditions not being made clear, promotions that aren’t run fairly, and health claims that discourage potentially vulnerable people from seeking professional medical advice or treatment.

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Latest rulings

British Gas Services Ltd t/a British Gas
- Upheld
- Social media (paid ad)
- 04 March 2026
A paid-for Meta ad for British Gas, which promoted switching to a heat pump, didn’t have enough evidence to demonstrate that ‘up to’ saving claims could be achieved by a significant proportion of people and also failed to include all material information.
Centrica Hive Ltd t/a Hive
- Upheld
- National newspaper (paid ad)
- 04 March 2026
A national press ad for Hive promoting solar panels didn’t have enough evidence to demonstrate that ‘up to’ saving claims could be achieved by a significant proportion of people and also failed to include all material information.
Wild Nutrition Ltd
- Upheld
- Poster
- 04 March 2026
A poster for a supplement company misleadingly claimed their ingredients came from food or natural sources.
Alliance Winds Ltd t/a linendaily
- Upheld
- Social media (paid ad)
- 25 February 2026
A paid-for Meta ad and a website listing for an online clothing company misleadingly claimed they were established and owned by armed forces veterans and that they donated a share of profits to PTSD support organisations.

View all rulings

Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

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