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

Costcutter Supermarkets Group Ltd t/a Costcutter and Mondelez Europe Services GmbH – UK branch t/a Cadbury (Mondelez)
- Upheld in part
- Social media (paid ad), Website (own site)
- 05 August 2026
A webpage for Costcutter and Cadburys broke the rules by featuring an identifiable less healthy food product. Another ad was investigated but it didn’t break our rules.
Innate-Essence Ltd t/a the Turmeric Co.
- Upheld
- Website (own site)
- 05 August 2026
A website for a turmeric shot company made claims that a food could prevent, treat or cure human disease.
Warner Bros Entertainment UK Ltd
- Upheld in part
- Poster, Television
- 05 August 2026
Posters for the film Lee Cronin’s The Mummy were likely to cause fear or distress to young children and were unsuitable for outdoor display. Two other ads were investigated but they didn’t break our rules.
Airbrush
- Upheld
- 29 July 2026
Two paid-for Facebook ads and a website for a hairstyling company misleadingly implied they were endorsed by fashion brands, used unrelated influencer content to promote their product and didn’t have evidence to show that testimonials were genuine.

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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