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.

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Latest rulings

United Carpets (Franchisor) Ltd t/a United Carpets
- Upheld in part
- Point of sale
- 03 January 2018
Three sales promotion price labels, seen in store in June 2017, for carpet retailer United Carpets:
a. The label for the “Superior Soft” range featured text that stated “Buy one metre get one metre free”. Further text stated “Only £33.46 m²”. Large text below this stated “That’s equivalent to only £16.73 m²”. ...
Moss Bros Group Plc
- Upheld
- Internet (on own site), Point of sale
- 20 December 2017
A website ad and a point of sale promotion for Moss Bros:
a. The website www.moss.co.uk, seen on 21 August 2017, and
b. The point of sale promotion, seen on 24 August 2017, both showed a model wearing a three piece suit. Text in both stated "Suit plus extra trouser & 2 shirts £139".

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.

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