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

Easylife Group Ltd
- Upheld
- Newspaper
- 12 August 2020
A newspaper ad for a face mask was banned for implying it could protect wearers from COVID-19 without holding sufficient evidence to prove it met PPE standards.
British Gas Services Ltd t/a British Gas
- Not upheld
- Radio
- 12 August 2020
Three radio ads for British Gas’ HomeCare service did not make misleading price claims.
Pheka Agency Co Ltd
- Upheld
- Social media (paid ad)
- 12 August 2020
A jewellery company’s Facebook ad was banned for stating a necklace could provide protection from electromagnetic radiation without holding adequate proof to back up the claim.
Sky UK Ltd
- Upheld
- Internet (on own site), Television
- 12 August 2020
A TV and website ad for Sky were banned for not making the full cost of a discount package sufficiently clear.

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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Latest rulings

Easylife Group Ltd

British Gas Services Ltd t/a British Gas

Pheka Agency Co Ltd

Sky UK Ltd

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Relevant codes

02 Recognition of marketing communications

03 Misleading advertising

03 Misleading advertising

02 Recognition of advertising