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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
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Community Fibre Ltd
- Upheld
- Website (own site)
- 08 October 2025
Two pages on the Community Fibre website misleadingly implied that they were the number one rated for internet provider and that they had the most 5 star reviews on third party website.
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Hammonds Furniture Ltd t/a Hammonds
- Upheld
- Website (own site)
- 08 October 2025
A banner ad and a page on the Hammonds Furniture website, misleadingly implied that discount offers were time limited and also made unsubstantiated and unverifiable comparative claims with identifiable competitors.
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BCCR Ltd t/a Belief Coding Cognitive Rewiring
- Upheld
- Social media (own site)
- 01 October 2025
Two posts on Jessica Cunningham’s Facebook page advertising belief coding discouraged essential treatment for conditions for which medical supervision should be sought and made unsubstantiated claims for the efficacy of belief coding in treating health conditions.
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Shell Energy UK
- Not Upheld
- Social media (paid ad)
- 01 October 2025
A paid-for LinkedIn ad for Shell Energy didn't give a misleading impression of the overall environmental impact of Shell’s business activities.
Help getting it right
Popular advice
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Influencers' guide to making clear that ads are ads
- Advertising Guidance
Relevant codes
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04 Harm and offence
- Non-broadcast
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Appendix 1 The DMCCA and the BPRs
- Non-broadcast
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18 Alcohol
- Non-broadcast
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11 Environmental claims
- Non-broadcast
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17 Lotteries
- Non-broadcast
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07 Political advertisements
- Non-broadcast
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10 Use of data for marketing
- Non-broadcast
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History of self-regulation
- Non-broadcast
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06 Privacy
- Non-broadcast
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21 Tobacco, rolling papers and filters
- Non-broadcast
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16 Gambling
- Non-broadcast
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08 Promotional marketing
- Non-broadcast
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How the system works
- Non-broadcast
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03 Misleading advertising
- Non-broadcast
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14 Financial products
- Non-broadcast
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22 Electronic cigarettes
- Non-broadcast
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09 Distance selling
- Non-broadcast
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05 Children
- Non-broadcast
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13 Weight control and slimming
- Non-broadcast
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02 Recognition of marketing communications
- Non-broadcast
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01 Compliance
- Non-broadcast
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19 Motoring
- Non-broadcast
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