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

B Sporting Ltd t/a SportsShoes.com
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a sports shoe retailer made misleading environmental claims about carbon-neutral delivery.
Grind Coffee Roasters Ltd
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a coffee retailer made misleading environmental claims about carbon-positive delivery.
Procook Ltd
- Upheld
- Search (paid)
- 11 November 2026
A paid-for Google search ad for a kitchenware retailer made misleading environmental claims about carbon-neutral delivery.
Who Gives A Crap Ltd
- Upheld
- Social media (paid ad)
- 11 November 2026
A paid-for Meta ad for a toilet roll retailer made misleading environmental claims about carbon-neutral shipping.

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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