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

Fischer Future Heat UK Ltd
- Upheld in part
- Internet (on own site)
- 28 June 2017
The website www.fischerfutureheat.com, for a heating company, seen on 17 January 2017. Under the heading “Electric Storage Heaters” the ad stated “Fischer German electric storage heaters are the perfect replacement for gas central heating or night storage heaters. They’re low input for total efficiency”. The ad also...
HPAS Ltd t/a Safestyle UK
- Upheld
- Internet (on own site), Television, Internet (OM 3rd party)
- 28 June 2017
Claims in two TV ads, two paid-for search results on Google and on a website, which were seen between November 2016 and March 2017, for several price promotions by Safestyle UK.
a. One TV ad, seen in November 2016, featured a voice-over that stated “There’s still time to get 60% off all windows and doors with ...
Telecommunications Management Ltd t/a 1pMobile
- Upheld
- Internet (social networking)
- 28 June 2017
A website and Facebook post for 1pMobile, a mobile phone service provider, seen on 7 January 2017:
a. The website, www.1pmobile.com, stated “Great value and service … UK’s cheapest pre-pay tariff”.
b. The Facebook post stated “1pMobile isn’t just the UK’s cheapest pre-pay mobile service - it’s the most f...
Antony & Patricia Ltd t/a Bosun's Barbers
- Not Upheld
- Internet (social networking)
- 21 June 2017
The Bosun's Barbers Facebook page, seen in December 2016 and January 2017, contained text which stated "Est. 1969".

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

Fischer Future Heat UK Ltd

HPAS Ltd t/a Safestyle UK

Telecommunications Management Ltd t/a 1pMobile

Antony & Patricia Ltd t/a Bosun's Barbers

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