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

JPD Retail Ltd t/a Harrison & James
- Upheld
- Social media (paid ad)
- 14 October 2026
A paid-for static YouTube ad and website for an online jewellery retailer misleadingly implied their business would close on a specific date. The ad also misleadingly described products as “free” and failed to ensure that reviews, ratings and testimonials were accurate and supported by evidence.
Proud & Free
- Upheld
- Social media (paid ad)
- 14 October 2026
A paid-for Facebook ad and website for an online jewellery brand misleadingly implied they were going to cease trading and that products were available for a limited time. The ads also misleadingly described products as “free” and failed to trading identity and business address.
Unicorn Brands Ltd t/a Nutrition Geeks
- Upheld
- Social media (paid ad)
- 14 October 2026
A paid-for Facebook ad for a supplement brand made unauthorised health and nutrition claims.
Care Pharma Bradford Ltd t/a The Care Pharmacy
- Upheld
- Search (paid)
- 07 October 2026
A paid-for Google search ad 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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