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

Guangzhoushi Yingyi Maoyi Youxiangongsi t/a LANPN
- Upheld
- Social media (influencer or affiliate ad)
- 27 May 2026
An Instagram post on Gemma Markland’s account wasn’t obviously identifiable as an ad.
Menwell Ltd t/a Voy
- Upheld
- Email
- 27 May 2026
Three emails for an online pharmacy promoted prescription-only medicines to the public against the law and our rules. The ads were also socially irresponsible by creating an undue sense of urgency for people who were considering medicated weight-loss programmes.
Boots UK Ltd t/a boots.com
- Upheld in Part
- Website (own site)
- 20 May 2026
An online display ad for Boots made misleading savings claims. Another ad was investigated but it didn’t break the rules.
DBZ Marketplace Online Ltd t/a Debenhams
- Upheld
- Website (own site)
- 20 May 2026
Two video display banners for Debenhams made misleading savings 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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