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

Ashlen Inc
- Upheld
- 09 October 2024
A paid-for Facebook ad misleadingly stated that a hair pin collection was being withdrawn and failed to include an end date for a promotion.
British Telecommunications plc t/a BT
- Upheld
- 09 October 2024
A webpage on the BT website didn’t make clear that their broadband contracts would be subject to mid-contract price increases.
EE Ltd t/a EE
- Upheld
- 09 October 2024
A webpage on the EE website didn’t make clear that their broadband contracts would be subject to mid-contract price increases.
Fanfinders Ltd
- Upheld
- 09 October 2024
A paid-for Facebook ad promoting a free baby box featured an image which didn’t accurately represent what customers received.

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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