Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

We should all be able to trust the ads we see and hear. And, in the majority of cases, we can. UK advertisers, by and large, stick to the rules. We only step in on occasions where an advertiser over-exaggerates, omits key information, or makes ambiguous or unclear claims in a way that’s likely to confuse or mislead us into making a purchase we wouldn’t otherwise have made.

The kind of complaints we receive about misleading ads often concern pricing and issues such as hidden costs like booking fees and credit card charges. We also receive complaints about exaggerated savings claims, significant terms and conditions not being made clear, promotions that aren’t run fairly, and health claims that discourage potentially vulnerable people from seeking professional medical advice or treatment.

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Latest rulings

Wizz Air Hungary Ltd
- Upheld
- Website (paid ad)
- 27 November 2024
A paid-for Google ad for Wizz Air gave a misleading impression of their flights’ environmental impact by not making the basis of comparative claims clear or providing verifying information.
Aurum & Argenti Ltd t/a Bullion Club, bullionclub.co.uk
- Upheld
- Website (paid ad)
- 20 November 2024
A paid-for Google ad failed to make clear that gold investment was unregulated, that the value of investments was variable and that examples of past performance weren’t necessarily a guide to the future.
Gold Warehouse Ltd t/a Gold Bank
- Upheld
- Radio
- 20 November 2024
Three radio ads, which implied that gold had investment potential, were broadcast on a non-specialist radio channel.
Gold Warehouse Ltd t/a Gold Bank
- Upheld
- Press other (paid ad)
- 20 November 2024
A press ad failed to make clear that gold investment was unregulated and that the value of investments was variable.

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Misleading

A big part of our role is ensuring that ads don’t mislead. In fact, just over 70% of our work involves responding to and tackling concerns about misleading ads.

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