Appliances, electronics and machinery

Helpful information on the advertising rules for appliances, electronics and machinery, not including phones and computers.

While there are no specific ad rules that appliances, electronics and machinery have to abide by, advertisers of these products have to stick to the general rules to ensure their ads are not misleading, harmful or offence. Social responsibility is also an important factor and safety should be at the forefront of all ads depicting electronic products and machinery.

Any protective equipment which needs to be worn when using appliances, electronics or machinery should be shown in ads for these products and the setting of the ad – i.e. where the product is being used – should also be sensible.

Advertisers should also take care not to cause confusion about a consumer’s rights, particularly in relation to guarantees, warranties and any other after-sale service or care agreements. These types of offers should always be communicated in a clear way to the audience of the ad.

It should be obvious to the consumer any significant limitations that apply to an advertised guarantee and full terms and conditions should always be available before the consumer is committed to taking up the guarantee. Furthermore, advertisers should promptly refund consumers who make valid claims under an advertised money-back guarantee and ads for appliances, electronics and machinery should not falsely claim or imply that after-sales service is available in an EEA member state in which the advertised product is not sold.

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Latest rulings

Xun Meng International Ltd
- Upheld
- Search (paid)
- 04 November 2026
A paid-for Google ad and landing page for an online retailer misleadingly exaggerated the capabilities of a portable internet device and made misleading claims that people could make a one-off payment for the device and receive free or unlimited internet access for life without monthly fees or other ongoing costs.
Hotpoint UK Appliances Ltd
- Upheld
- Website (own site)
- 26 August 2026
A website for Hotpoint made misleading comparative claims.
Utility Warehouse Ltd
- Upheld in part
- 29 July 2026
A page on a mobile phone operator’s website didn’t make sure that their unlimited claims were directly qualified with the terms of their fair use policy. Another issue was investigated but it didn’t break our rules.
Parker Products Ltd t/a ParkerBrand
- Upheld
- Website (own site)
- 15 July 2026
A website ad for a pressure washer made misleading savings claims and stated savings against previous prices without evidence that the product was normally sold at that price.

View all rulings

Appliances, electronics and machinery

Helpful information on the advertising rules for appliances, electronics and machinery, not including phones and computers.

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