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

Bodystreet Franchise (UK) Ltd t/a Bodystreet
- Upheld
- 25 June 2025
A website made unsubstantiated claims that 20 minutes of exercise at their studio was enough for a week, that Electro Muscle Stimulation (EMS) training would lead to a reduction in body fat in a short time and that they were Europe's leading provider of EMS training.
SaffPro
- Upheld
- 25 June 2025
A TikTok post and a paid-for Facebook ad made unauthorised specific health claims, claimed that a food supplement could prevent, treat or cure ADHD and irresponsibly encouraged people to stop taking medically prescribed treatments for ADHD.
CLF Distribution Ltd
- Upheld
- Email
- 11 June 2025
An email misleadingly claimed that products only contained “naturally sweet ingredients”.
Navi Organics Ltd
- Upheld
- Website (own site)
- 11 June 2025
A website made unsubstantiated efficacy claims and discouraged essential treatment for conditions for which medical supervision should be sought.

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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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