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.

+ Read more - Read less

Latest rulings

ABD Supplies Ltd
- Upheld
- Email, Website (own site)
- 23 April 2025
Two emails and two product listings misleadingly and irresponsibly suggested that HID and LED conversion kits could be used by most vehicles on public roads.
CityFibre Holdings Ltd
- Not upheld
- Direct mail
- 23 April 2025
A direct mailing wasn't misleading.
FX Compared Ltd t/a FXcompared
- Upheld
- Website (own site)
- 23 April 2025
A website made misleading savings claims and implied that the international money transfer providers they recommended were the top providers compared to all other providers when they only included providers from a limited sector of the market. It also failed to make clear that a result listing was an ad.
Holiday Gems Ltd
- Upheld
- Website (own site)
- 23 April 2025
A booking webpage for a holiday made misleading price 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.

Latest news

Latest rulings

Help getting it right

Popular advice

Relevant codes