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

EE Ltd
- Upheld
- Social media (paid ad), Television, Radio
- 26 March 2025
A TV, radio, paid-for social media and digital poster ad for EE made unsubstantiated claims about the performance and capabilities of a Wi-Fi router.
John Mills Ltd t/a JML
- Upheld
- Television
- 26 March 2025
A TV ad made unsubstantiated claims about the efficacy of a shapewear product.
McDonald's Restaurants Ltd
- Upheld
- App (own claim), Television
- 26 March 2025
An ad for the ‘Feed the Family Offer’ shown in the My McDonald’s app failed to include all non-optional fees in quoted prices.
Haven Leisure Ltd
- Upheld
- Social media (paid ad)
- 19 March 2025
A paid-for Facebook ad and website made misleading price claims.

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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