Online, catch-up TV and radio, in-app and in-game

Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods, services, opportunities or prizes".

In 2011 our online remit was extended to cover marketing claims on companies own websites, including in social media space. Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods or services, opportunities, prizes or gifts”.

One thing we don’t regulate is sponsorship. However we do have very strict rules on the disclosure of ads, in other words being upfront and clear about when an ad is an ad, and we take action against advertisers who try and make ads look like editorial content. This is becoming increasingly common online and on social media where brands are working with “social influencers” and celebrities to promote their products. It is important that any posts where the advertiser is paying the content-owner and has full editorial control over the message or visual being seen by the consumer, are labelled correctly with the word “ad” or “advert” to let consumers know this content was not spontaneously generated.
Ads that appear in-app or in-game should also be clearly labelled as ads and not disguised as part of the app’s or game’s content.

Similarly, Advergames which typically are electronic games used to advertise a product, brand or an organisation are also covered by the advertising rules and should not mislead or cause harm and offence. Advertisers should familiarise themselves with the rules around children and advertising when preparing advergames as the content of ads such as these needs to be targeted appropriately.

We also regulate ads that feature during on-demand catch-up TV and radio programmes. These ads must adhere to the non-broadcast advertising rules.

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Latest rulings

CB Payments Ltd t/a Coinbase
- Upheld
- Poster, Video on demand
- 28 January 2026
A video on demand ad and three posters for Coinbase, a cryptocurrency trading platform, irresponsibly trivialised the risks of cryptocurrency investment and implied it was a solution to financial concerns associated with the cost of living.
Dreame International Hong Kong Ltd t/a Stary PTE Ltd
- Upheld
- App (own claim)
- 28 January 2026
Two in-app ads for a romantic fiction app were socially irresponsible and likely to cause serious and widespread offence including by trivialising or condoning violence against women and girls and featuring sexually explicit content. The ads also were irresponsibly targeted.
GJF Baron Nobilis Services Co. Ltd t/a Noble Titles
- Upheld
- Website (own site)
- 28 January 2026
A webpage for a title purchasing website misleadingly implied that the public could purchase a legal or officially recognised title through their service.
Mamedica Ltd
- Upheld
- Website (own site)
- 28 January 2026
A website for a medical cannabis clinic made misleading price comparison claims, failed to make the basis of comparisons with competitors clear and didn’t ensure that people would be able to verify comparative claims.

View all rulings

Online, catch-up TV and radio, in-app and in-game

Advertisers should bear in mind that for claims on their own websites and in other non-paid-for-space online under their control to be classified as advertising, they must be “directly connected with the supply of goods, services, opportunities or prizes".

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