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

Cablelinker Electronics Ltd t/a Aquoxis
- Upheld
- Social media (paid ad)
- 01 July 2026
A YouTube pre-roll ad and two online display ads for a pressure washer misleadingly exaggerated the functionality of the product.
Take-Two Interactive Software Inc t/a Take Two Interactive
- Not Upheld
- Transport
- 01 July 2026
An ad for the video game Borderlands 4 seen on a bus, didn’t omit material information.
YN Netcom Ltd t/a BeeHome
- Upheld
- Social media (paid ad)
- 01 July 2026
A paid-for Facebook ad for a cordless pressure washer misleadingly exaggerated the functionality of the product and claimed they had a high rating based on customer reviews when this was not the case.
Adidas UK Ltd t/a adidas
- Upheld
- Search (paid)
- 24 June 2026
A paid-for Google ad for adidas made misleading environmental claims.

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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