Comply with advertising standards

Clear advertising helps customers make informed choices about your product or service. It can also reduce complaints and protect trust in your business.

Misleading claims are a common reason for advertising complaints. Your ads should be clear, accurate and backed by evidence before they are published.

Rules to prevent misleading advertising apply to all types of ads, including TV, radio, outdoor, email, and online. Avoid these common mistakes to ensure you provide your customers with clear and unambiguous information. 

1. Unclear pricing

Make sure your pricing information includes all charges, such as VAT and booking fees. Consider the rules on delivery charge information if you sell online. 

2. Omitting key information

It is important to state the key terms and conditions of any offers. Place significant conditions close to the main claim, especially where they affect price, eligibility, availability, contract length, delivery, cancellation or how a customer can redeem the offer.

3. Exaggeration

Make sure claims about your product or service are truthful and not exaggerated. If a claim is objective, such as “best”, “fastest”, “cheapest”, “carbon neutral”, “sustainable” or “clinically proven”, you must hold evidence to support it.

Consider whether a customer would understand the claim as opinion or fact. A claim such as “for that buttery flavour” is likely to be seen as subjective opinion. A claim such as “the UK’s most buttery tasting spread” suggests there is objective evidence to support it, such as an independent taste survey.

4. Excluding evidence

If you do choose to include an objective claim in your advertising, make sure you can back it up. Evidence can include independent studies and surveys. For some types of products, you may need a clinical trial to back up any health, beauty or slimming claims.

If you make environmental claims, avoid broad terms such as “eco-friendly”, “green”, “sustainable” or “good for the planet” unless you can support the likely meaning of the claim. Make clear whether the claim applies to the whole product, part of the product, packaging, delivery, disposal or another specific aspect.