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

WHG (International) Ltd
- Upheld
- Internet (social networking)
- 15 May 2019
A paid-for message from William Hill seen on the dating app Tinder, on 11 March 2019, stated "Stuck in the friend zone? You won't be for much longer if you use this Cheltenham free bet offer. Join William Hill with code W40 and bet £10 on any Cheltenham race to get 4 X £10 free bets. T&Cs apply". This was...
Entertaining Play Ltd t/a Monopoly Casino
- Upheld
- Internet (display)
- 08 May 2019
A banner ad for Monopoly Casino, seen 7 February 2019 on the Mirror Online website, featured an image of the character ‘Mr Monopoly’ and text which stated “Monopoly Casino”, “SUPER MONOPOLY MONEY” and “PLAY NOW”.
Tottenham Hotspur Football & Athletic Co. Limited
- Upheld
- Internet (social networking)
- 08 May 2019
A tweet from Tottenham Hotspur's Twitter page, seen on 5 March 2019, featured an image of the team's starting line-up against Borussia Dortmund, including players Harry Winks and Davinson Sanchez. The image featured the William Hill logo and accompanying text stated "Latest odds from @WilliamHill" and...
National Injury Claimline Ltd t/a The Medical Negligence Experts
- Upheld
- Internet (on own site)
- 01 May 2019
A website for claims management company The Medical Negligence Experts, www.the-medica-negligence-experts.co.uk, seen on 31 January 2019 featured text which stated "The Medical Negligence Experts are here to help if you have been affected by negligence and wish to seek birth injury compensation" and featured ...

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".

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