Clothing, shoes and jewellery

Helpful information on the advertising rules for products or services that relate to any type of wearable garment or accessory, and the fashion industry in general.

Ads for clothing, shoes and jewellery often come under fire for promoting unhealthy body images and causing body confidence issues by showing unrealistic body types. While this is a wider societal debate and provides challenges that regulation doesn’t hold all the answers to, we do our best to ensure ads are responsible and have banned ads that don’t encourage positive body image.

The advertising rules state that ads should be prepared with a degree of social responsibility and in fashion ads, this can mean making sure models don’t appear unhealthily thin. It’s also important in the fashion industry to make sure children are protected and we have strict rules on protecting children from sexualised images and being the object of sexualisation themselves.

Images that feature suggestive or sexualised imagery such as children in heavy make-up or provocative poses are likely to fall foul of our rules. Advertisers should be aware these rules apply to models that look under the age of 16 even if they are in fact older.

Other symbols of youth, such as school uniforms, are also almost certainly unacceptable if used in a sexual context.

Another problem area for ads relating to clothing, shoes and jewellery is hidden charges such as delivery or costs for returning goods. Advertisers, especially those whose sales are largely or exclusively via the Internet, often offer goods at prices that exclude delivery charges. This is only acceptable under the advertising rules if the customer can collect the product themselves, say from a warehouse or retail outlet.

Advertisers should also avoid using definitive claims such as "FREE DELIVERY WHEN SPENDING OVER £200" and "FREE DELIVERY ON ALL ORDERS" if additional delivery charges apply to some postcodes.

+ Read more - Show less

Latest rulings

Linjer Ltd
- Upheld
- Search (paid)
- 13 May 2026
Two paid-for Google ads for a jewellery retailer didn’t make clear that their diamonds were synthetic.
Novita Diamonds Ltd t/a Novita Diamonds
- Upheld
- Social media (paid ad)
- 13 May 2026
Two paid-for Meta ads for a jewellery retailer didn’t make clear that their diamonds were synthetic.
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.
Persons unknown t/a Charmfay Shop
- Upheld
- Social media (paid ad)
- 25 March 2026
A paid-for YouTube ad for a clothing company made misleading claims regarding a product including images and the materials used to make them.

View all rulings

Clothing, shoes and jewellery

Helpful information on the advertising rules for products or services that relate to any type of wearable garment or accessory, and the fashion industry in general.

Latest news

Three key tips for green claims this Earth Day

ADHD References in Ads

International Women’s Day 2026: Progress, portrayal and the CAP Code

Love is in the Air

Eye-catching Effects and Epilepsy

Bright Future in (January) Sales

Latest rulings

Linjer Ltd

Novita Diamonds Ltd t/a Novita Diamonds

Shop TJC Ltd t/a Ideal World

Persons unknown t/a Charmfay Shop

Help getting it right

Popular advice

Social responsibility: Body image

Amber Jewellery

Weight control: Garments

Relevant codes