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

BetterYou Ltd t/a Better You
- Upheld
- Magazine (paid ad)
- 17 June 2026
A magazine ad for a supplement company made misleading claims that their product delivered vitamin D “quickly” and enabled fast absorption of vitamin D into the body.
HealthTracker Apps t/a Blood Pressure Monitor App
- Upheld
- App (paid ad)
- 17 June 2026
Two paid-for in-app ads for a health app made medical claims for a product that wasn’t registered as a medical device and misleadingly implied that their app could monitor blood pressure and heart rate.
Hume Health LLC t/a HumeHealth
- Upheld
- Social media (paid ad)
- 17 June 2026
Three paid-for YouTube ads and a paid-for Facebook ad for Hume Health made medical claims for products that weren’t registered as medical devices, discouraged essential treatment for conditions for which medical supervision should be sought and exaggerated the capabilities of their products.
MN2S Management Ltd t/a MN2S
- Upheld
- Website (own site)
- 17 June 2026
A website for a talent agency misleadingly stated that Seph Lawless was represented by the agency and was available to be booked through them.

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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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