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

Chuckling Goat Ltd
- Upheld
- Transport, Website (own site)
- 13 May 2020
A poster ad and website claims by a food provider broke the rules by implying its products prevented, treated or cured human disease.
Not Guilty Food Co Ltd t/a The Skinny Food Co
- Upheld
- Website (own site), Social media (own site)
- 27 May 2020
A paid social media ad and a website for Skinny Sauce products made nutrition claims that implied they were calorie-free or energy free when they did not meet the conditions of use for the claims.
Procter & Gamble UK
- Upheld in part
- Website (paid ad), Website (own site)
- 27 May 2020
A website and an internet display ad for dishwasher tablets did not make misleading “best on test” claims but the display ad broke the rules on comparisons with identifiable competitors.
Revival Drinks Ltd t/a Revival Shots
- Upheld
- Social media (own site)
- 27 May 2020
A Facebook ad and two Instagram ads for Revival Shots broke the ad rules by implying that their food product could prevent, treat or cure human disease and for making health claims that were not listed as authorised on the EU Register of nutrition and health claims.

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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Chuckling Goat Ltd

Not Guilty Food Co Ltd t/a The Skinny Food Co

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Revival Drinks Ltd t/a Revival Shots

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