Internet: Misleading Advertising

The Advertising Standards Authority (ASA) is the independent regulator for advertising in the UK and enforces the Advertising Codes. These codes include specific rules intended to protect consumers from misleading marketing communications, including online. If advertising includes the omission, exaggeration, or ambiguous presentation of information, it can be considered misleading. The ASA works with online platforms via its Intermediary and Platform Principles to promote greater adherence to the non-broadcast advertising codes, resulting in more responsible advertising online.

The Digital Markets, Competition and Consumers Act 2024 also prohibits unfair commercial practices, including misleading actions and omissions, that are likely to impact the average consumer’s transactional decisions. The Government commenced Part 4, Chapter 1 of the Act, which sets out rules on unfair trading, in April 2025.