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.

+ Read more - Read less

Latest rulings

Basetan
- Upheld
- Internet (social networking)
- 02 September 2020
A Facebook post promoting a tanning salon misleadingly implied sunbeds were the most efficient way to increase vitamin D levels and discouraged essential treatment for medical conditions.
Global Brands Ltd
- Not upheld
- Internet (social networking)
- 02 September 2020
An Instagram post promoting a VK drink did not inappropriately target children.
Under Armour UK Ltd
- Upheld
- Internet (on own site)
- 19 August 2020
A website ad for Under Armour misleadingly stated that a T-shirt could improve the wearer’s strength and endurance.
Pheka Agency Co Ltd
- Upheld
- Social media (paid ad)
- 12 August 2020
A jewellery company’s Facebook ad was banned for stating a necklace could provide protection from electromagnetic radiation without holding adequate proof to back up the 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

Launching our Scottish ad campaign to promote our role in keeping ads ‘legal, decent, honest and truthful’

Protecting children online: building a zero-tolerance culture to age-restricted ads in children's media

Driven to distraction – In-car technology and the Ad Codes

Go Live - Advertising in live streaming

Latest rulings

Basetan

Global Brands Ltd

Under Armour UK Ltd

Pheka Agency Co Ltd

Help getting it right

Popular advice

Influencers' guide to making clear that ads are ads

Recognising ads: Social media and influencer marketing

Online Affiliate Marketing

Relevant codes

Appendix 2 Advertising rules for on-demand services regulated by statute