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

Extreme Locks Ltd
- Upheld
- Internet (search engine)
- 10 July 2019
A paid-for Google ad for Extreme Locks Ltd’s website www.mikejmartin/auto-locksmith, a vehicle locksmith, seen on 31 January 2019, included the text “Local 24 hour emergency locksmiths for all vehicle related security issues”.
Friends of the Earth Ltd
- Not Upheld
- Internet (on own site)
- 10 July 2019
A website for Friends of the Earth, www.foe.co.uk, seen on 11 October 2017 on a page titled “Fracking and the campaign to stop climate change” stated under the heading “Why fight fracking? Climate change Fracking is incompatible with tackling climate change … Water Fracking risks contaminating ...
PPB Counterparty Services Ltd t/a Betfair
- Not Upheld
- Internet (on own site)
- 10 July 2019
A web page titled “Cash Out” featured on the promotions section of the website www.betfair.com, seen in October 2018. Text stated “CASH OUT KEEP YOUR EYE ON THE BALL CASH OUT WHEN THE MOMENT IS RIGHT AND TAKE YOUR PROFITS … HOW IT WORKS 1. Add selections to your betslip as normal. Bets eligi...
TalkTalk Telecom Ltd t/a TalkTalk
- Upheld
- Internet (on own site)
- 10 July 2019
A TV ad, radio ad and the website for TalkTalk, seen and heard on 16 October 2018: a. The TV ad featured a voice-over which stated, “For everyone who wants a reliable connection right throughout the home, TalkTalk Unlimited Fibre now comes with our all new Wi-Fi hub so you won’t get a better Wi-Fi signal...

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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