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

Aspro Atlantic Medikal Turizm Ticaret Limited Şirketi t/a AsproMED
- Upheld
- Social media (paid ad)
- 27 September 2023
A paid-for Facebook ad for cosmetic surgery abroad was irresponsible, trivialised the decision to undergo surgery, contained misleading claims about bariatic surgery and misleadingly omitted information regarding the need for pre-consultation.
Aspire Nutrition
- Upheld
- Social media (paid ad)
- 03 July 2024
A paid-for Facebook ad made claims that a supplement could help to prevent, treat or cure autism.
Happy Koala LLC t/a Happy Mammoth
- Upheld
- Social media (paid ad)
- 03 July 2024
A paid-for Facebook ad for a weight-loss supplement made unauthorised health claims, made claims that people could lose fat from specific parts of the body and referred to a rate or amount of weight loss which is prohibited by our rules.
Mitchells & Butlers Leisure Retail Ltd t/a Harvester
- Upheld
- 03 July 2024
A website promotion for the Harvester app misleadingly omitted material information about the significant limitations and qualifications of the promotion

View all rulings

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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