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

EE Ltd t/a EE
- Upheld in part
- Internet (on own site)
- 21 May 2025
A website failed to directly qualify 'unlimited' claims.
Insulet International Limited t/a Omnipod
- Upheld
- Internet (video)
- 21 May 2025
A video on demand ad failed to present qualifying text clearly.
Vodafone Ltd t/a vodafone
- Upheld
- Internet (on own site)
- 21 May 2025
A website made misleading savings claims and implied that a promotional price was time-limited when this wasn't the case.
ZOE Ltd t/a Zoe
- Upheld
- 21 May 2025
A paid-for Facebook ad misleadingly claimed that a supplement didn't contain any ultra-processed ingredients.

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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