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

Adidas UK Ltd t/a adidas
- Upheld
- Search (paid)
- 24 June 2026
A paid-for Google ad for adidas made misleading environmental claims.
Argos Limited t/a Argos
- Upheld in part
- Magazine (commercial classified)
- 24 June 2026
A page in the Argos 2025 Christmas gift guide featuring the video game Call of Duty: Black Ops 7 failed to make clear that the game contained loot boxes. Another ad was investigated but it didn’t break the rules.
Calvin Klein Europe BV t/a Calvin Klein
- Upheld
- Search (paid)
- 24 June 2026
A paid-for Google ad for Calvin Klein made misleading environmental claims.
Express Healthcare Ltd t/a pharmacyonline.co.uk
- Upheld
- Social media (paid ad)
- 24 June 2026
A paid-for Meta ad and website for an online pharmacy promoted prescription-only medicines to the public, against the law and our rules.

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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