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

Princes Ltd t/a Princes Foods
- Upheld in part
- Point of sale, Internet (website content)
- 16 August 2023
An in-store promotional display and a website for a promotion to win Tesco gift vouchers omitted significant conditions and caused participants unnecessary disappointment.

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

Top Tips for Black Friday and Cyber Monday Promotions

Step into (a compliant) Christmas

Don't gamble on your betting ads being compliant

Some Kingly advice on making your Coronation ads compliant

Latest rulings

Princes Ltd t/a Princes Foods

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Promotional marketing: Changing ongoing promotions

Motoring: Fuel consumption and emissions figures

Relevant codes