Online, catch-up TV and radio, in-app and in-game

Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods, services, opportunities or prizes".

In 2011 our online remit was extended to cover marketing claims on companies own websites, including in social media space. Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods or services, opportunities, prizes or gifts”.

One thing we don’t regulate is sponsorship. However we do have very strict rules on the disclosure of ads, in other words being upfront and clear about when an ad is an ad, and we take action against advertisers who try and make ads look like editorial content. This is becoming increasingly common online and on social media where brands are working with “social influencers” and celebrities to promote their products. It is important that any posts where the advertiser is paying the content-owner and has full editorial control over the message or visual being seen by the consumer, are labelled correctly with the word “ad” or “advert” to let consumers know this content was not spontaneously generated.
Ads that appear in-app or in-game should also be clearly labelled as ads and not disguised as part of the app’s or game’s content.

Similarly, Advergames which typically are electronic games used to advertise a product, brand or an organisation are also covered by the advertising rules and should not mislead or cause harm and offence. Advertisers should familiarise themselves with the rules around children and advertising when preparing advergames as the content of ads such as these needs to be targeted appropriately.

We also regulate ads that feature during on-demand catch-up TV and radio programmes. These ads must adhere to the non-broadcast advertising rules.

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Latest rulings

Oatly UK Ltd t/a Oatly
- Upheld in part
- Television, Newspaper, Social media (own site)
- 26 January 2022
Two TV ads, a paid-for Facebook post, a paid-for Twitter post and two newspaper ads for an oat drink company were banned for making misleading environmental claims.
Mamnick
- Upheld
- Social media (own site)
- 19 January 2022
A tweet by a clothing retailer advertising cycling kit was banned for glamorising guns.
Mondelez UK Ltd
- Upheld
- VOD
- 19 January 2022
A video on demand ad for Dairylea was banned for encouraging children to eat while hanging upside now, which is unsafe behaviour that could be dangerous for children to emulate.
Rental Republic Ltd
- Upheld
- Website (own site)
- 19 January 2022
A website post by the holiday rental company Travelopo was banned for stating that they were the number one holiday website globally without holding adequate comparative evidence to support this claim.

View all rulings

Online, catch-up TV and radio, in-app and in-game

Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods, services, opportunities or prizes".

Latest news

ASA escalates sanctions against influencers who repeatedly break the rules

New advertising guidance on misleading environmental claims and social responsibility

Changes to our Copy Advice service

The CAP Code and the rules for video sharing platforms

Latest rulings

Oatly UK Ltd t/a Oatly

Mamnick

Mondelez UK Ltd

Rental Republic Ltd

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