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

Esaverwatt.com t/a StopWatt
- Upheld
- Website (commercial classified)
- 30 September 2026
A product listing on Amazon for a smart home energy monitoring brand misleadingly exaggerated the effectiveness of the product by making claims that it could save electricity, reduce electricity waste and lower energy bills.
Huel Ltd
- Upheld
- Social media (own site), App (paid ad)
- 30 September 2026
An Instagram video and pre-roll ad on YouTube for Huel was irresponsible by encouraging the exclusive consumption of Huel in place of conventional food. The ads also made unathorised specific health claims.
Luma Pet
- Upheld
- Social media (paid ad)
- 30 September 2026
A paid-for Facebook ad for Luma Pet misleadingly claimed that a red light therapy pad could reduce inflammation around the spinal discs, treat existing spinal damages or back pain and prevent IVDD related flare ups without having the evidence to support these claims.
ESTHETURK Danismanlik A.S. t/a You Clinic
- Search (paid), Social media (paid ad)
- 23 September 2026
A paid-for Meta ad and a paid-for Google ad for a medical clinic made misleading claims that stem cell treatment could treat or alleviate the traits associated with autism or stop the progression of autism.

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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