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

Accor (UK) Ltd
- Upheld in part
- Website (paid ad)
- 19 November 2025
A paid-for website ad for Accor made misleading claims about the price of hotel rooms. A second paid-for website ad was also investigated but didn’t break the rules.
Booking.com BV
- Upheld
- Search (paid)
- 19 November 2025
A paid-for search ad for Booking.com made misleading claims about the price of hotel rooms.
Hilton Worldwide Ltd
- Upheld
- Search (paid)
- 19 November 2025
Two paid-for search ads for Hilton made misleading claims about the price of hotel rooms.
Hutch Games Ltd t/a F1 Clash
- Upheld in part
- Game (mobile/app)
- 19 November 2025
An app store listing and in-game storefront for the mobile game ‘F1 Clash’ failed to make clear that it contained loot boxes and misleadingly implied that people had an equal chance of winning different prizes. A third issue was investigated but didn’t break the rules.

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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