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

Action Rehab
- Upheld
- Website (own site)
- 18 December 2024
A website for a rehab clinic referral company falsely implied that they were acting for purposes outside their business, that they owned clinics and that they had been approved by a public body. It also failed to make clear that they received a commission for their service.
Addiction Recovery Systems Ltd t/a Rehab Guide
- Upheld
- Internet (website content)
- 18 December 2024
A website for a rehab clinic referral company falsely implied that they were acting for purposes outside their business and that they provided treatment directly at clinics they operated and also failed to make clear that they received a commission for their service.
Better Health and Wellness
- Upheld
- Social media (paid ad)
- 18 December 2024
A paid-for Facebook ad was misleading as it didn’t make clear the nature of the content people would be served if they engaged with the ad.
Health and Wellness
- Upheld
- Social media (paid ad)
- 18 December 2024
A paid-for Facebook ad was misleading as it didn’t make clear the nature of the content people would be served if they engaged with the ad and also exaggerated the capability of laser eye treatment.

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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