Profit promises that don’t add up
The ASA recently investigated a number of advertisers in regards to misleading practices across a number of ads promoting business‑growth and “make money” courses. The investigations looked at ads that implied consumers can reliably achieve high earnings, dramatic lifestyle upgrades or rapid business success simply by purchasing a course or following a prescribed system.
Inflated income claims
Ads featured striking revenue achievements – such as claims of scaling to very high monthly incomes, achieving substantial profit margins or growing a business “overnight” – in ways that suggested these outcomes were typical for the average customer. The ASA found that such claims lacked adequate substantiation, with advertisers unable to demonstrate that the highlighted results reflected what most consumers were likely to achieve.
Unrealistic transformations and misleading testimonials
Ads also implied that complex transformations could be achieved quickly and with minimal resources, often framed through testimonials or personal success narratives. The ASA noted that these stories frequently conveyed an unrealistic impression of attainable success, even when disclaimers were present. The ASA ruled, disclaimers were judged insufficient because they contradicted rather than clarified the bold headline claims.
“Free” offers that weren’t free
Another common issue was the use of “free” offers that were not genuinely free, or where the boundary between free and paid components was unclear. This created ambiguity around what consumers were actually being provided at no cost. The ASA stated that any distinction between free items and priced items should be made clear.
Misleading time‑limited promotions
The ASA also looked at “time‑limited promotions”. In some ads, “limited‑time” offers were found to be unjustified or misleading, such as stating the promotion was soon closing, when this was not the case contributing to undue pressure on consumers to sign up quickly.
Ensure ads comply
Marketing for income‑generation, coaching or business‑growth programmes must avoid exaggeration, must not imply that exceptional success is typical, and must provide robust evidence where claims could materially influence consumer decisions. Advertisers should ensure their communications reflect realistic outcomes that can be supported by verifiable data.
Need more?
You can get free and confidential advice on your non-broadcast ads by contacting the CAP Copy Advice team.
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