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.

+ Read more - Read less

Latest rulings

BVS Ltd
- Upheld
- Internet (on own site)
- 21 August 2019
A downloadable brochure for a car tuning service – Tunit Performance tuning – entitled “PERFORMANCE AND ECONOMY SOLUTIONS FOR ALL PETROL AND DIESEL CARS, 4x4s, COMMERCIAL AND AGRICULTURAL VEHICLES”, seen on 13 May 2019. It featured text which stated “An independent university study foun...
BetIndex Ltd
- Upheld
- Internet (social networking)
- 21 August 2019
A paid-for Facebook ad for Football INDEX – Bet & Trade, seen 20 May 2019, promoted a gambling app. Text stated "Jadon Sancho is now the football stockmarket's third most valuable player, with many traders seeing handsome profits”. It also listed the name, image and "Buy" and "...
Cambridge Chocolate Technologies Ltd
- Upheld
- Internet (on own site)
- 21 August 2019
Two websites for Cambridge Chocolate, seen on 21 February 2019: a. The first website, www.esthechoc.com/uk, featured a page titled “What is esthechoc?”. Text on the page stated “One small esthechoc a day helps to regain your skin health and slow down the ageing process”. Further text &l...
Stockmarket Insider Ltd
- Upheld
- Internet (on own site)
- 21 August 2019
Three websites for investment advisory service Stockmarket Insider, www.narendesigns.co.uk, www.stockmarket-insider.uk and www.stockmarket-insider.co.uk, seen in March 2019, featured two pages. Text on the home page of each of the three websites stated “… of the thousands of ‘investment advisory s...

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".

Latest news

Why we don't cover political ads

Back to School campaigns – Advice for marketers

How many followers makes a celebrity? Medicines and influencer marketing

Vexed by verifiability? How to make sure your ads comply

Latest rulings

BVS Ltd

BetIndex Ltd

Cambridge Chocolate Technologies Ltd

Stockmarket Insider Ltd

Help getting it right

Popular advice

Influencer's Guide

Promotional marketing: Terms and Conditions (T&Cs)

Online Affiliate Marketing

Relevant codes