Packaging and point of sale

The non-broadcast ad rules cover ads of all shapes and sizes across a number of different media, however, our rules do not apply to a product’s packaging or labeling unless it advertises another product or includes a sales promotion.

The only exception to this is if an ad features a pack-shot in which the label or package can be seen. In those circumstances, claims on the pack will be considered as forming part of the ad and will be subject to our rules.

Advertisers should be aware that other bodies, such as Trading Standards and the Medicines and Healthcare Products Regulatory Agency (MHRA), might cover packaging claims for foods and medicines and they should check the rules with those bodies.

Leaflets included in packages, and therefore available to the consumer after purchase, are likely to be considered within our remit if they advertise products other than the one bought.

We also don’t regulate in-store ads such as those in shop windows or displays at the till.

+ Read more - Read less

Latest rulings

Bakkavor Ltd
- Upheld
- Packaging (promotion)
- 29 April 2026
A promotion featured on the packaging of a cookie dough dessert misleadingly implied that particular products were included in the promotion, causing unnecessary disappointment.
Shop TJC Ltd t/a Ideal World
- Upheld
- Television
- 22 April 2026
Two teleshopping presentations advertising watches made misleading claims about price, savings and availability.

View all rulings

Packaging and point of sale

The non-broadcast ad rules cover ads of all shapes and sizes across a number of different media, however, our rules do not apply to a product’s packaging or labeling unless it advertises another product or includes a sales promotion.

Latest news

Scare with Care: Advertising Guidance on Phobias

AI and Deepfakes: Four Things Advertisers Need to Know Before They Hit “Run”

Take Pride, avoid the fall – four ways to celebrate Pride Month responsibly

Grate timing – it’s National Cheese Day!

Latest rulings

Bakkavor Ltd

Shop TJC Ltd t/a Ideal World

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Food: HFSS Product and Brand Advertising

Political Advertising

Relevant codes