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

Profit Accumulator Ltd t/a Bonus Accumulator
- Upheld
- Social media (paid ad)
- 14 October 2020
A paid-for Facebook post and a website post for a betting company were banned for presenting gambling as a way to achieve financial security, for being misleading and for being socially irresponsible.
Solihull Health Check Clinic
- Upheld
- Internet (on own site)
- 14 October 2020
A website ad for a health clinic was banned for stating that a COVID-19 antibody test was 100% accurate and for implying that a positive result would show that people were immune to the disease.
Technical Specialities Ltd t/a Lakeland Paints
- Upheld
- Internet (on own site)
- 14 October 2020
A website ad for a paint product was banned for making misleading claims about its effectiveness in absorbing air pollutants.
XMedical Ltd t/a Corona Test Centre
- Upheld
- Internet (social networking), Website (own site)
- 14 October 2020
A paid-for Facebook ad and a website post for a COVID-19 test site were banned for implying that a positive antibody test would show that people were immune to the disease.

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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Latest rulings

Profit Accumulator Ltd t/a Bonus Accumulator

Solihull Health Check Clinic

Technical Specialities Ltd t/a Lakeland Paints

XMedical Ltd t/a Corona Test Centre

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