Marketinglaw Update | June 2026
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Hotpoint's 'most trusted' claim doesn’t wash with the ASA
The ASA has upheld a complaint against Hotpoint’s claim to be “The UK’s Most Trusted Appliance Brand”, finding that basing the claim on the volume of five-star reviews from a third-party partner’s site was insufficiently transparent to consumers.
- Posted in:
- Advertising Regulation
ASA rules savings claims misleading where based on averaged competitor prices
The ASA has ruled that savings claims on Nectar Sleep’s website were misleading, finding that the ad implied consumers could save up to 65% against Nectar Sleep’s usual selling prices when the claimed savings were in fact based on a comparison with an average of selected competitors’ prices.
ASA rules fashion ad irresponsibly glamorised smoking
The ASA has ruled against a clothing brand’s ad which in the ASA’s view irresponsibly glamorised smoking.
Ads for AI products under the spotlight: CAP highlights potential issues and ASA rules 'looksmaxxing' ad misleading and irresponsible
CAP has published an article on advertising AI products and the ASA has published a ruling against a “looksmaxxing” AI app for unsubstantiated before-and-after claims and harmful body image content targeting young people.
- Posted in:
- Advertising Regulation
- Online Advertising
Sales volumes aren't the whole story: High Court refuses CMA's 'fixed volume requirement' for Emma Sleep's reference pricing
The High Court has refused the CMA’s application for an enforcement order that would have required Emma Sleep to adhere to a 1:2 “fixed volume requirement” in relation to its use of reference pricing.
From fake discounts to hidden fees: UK government and CMA target deceptive pricing practices
The UK government plans to consult on making misleading discount practices automatically prohibited under the Digital Markets, Competition and Consumers Act 2024, while the CMA has escalated its drip pricing enforcement.
ASA continues crackdown on misleading 'was' price claims and countdown tactics
The ASA upheld complaints against two advertisers over unsubstantiated reference prices, a misleadingly presented bundle discounts and countdown clocks that falsely implied offers were about to end.
Picture perfect? ASA rules against fake reviews and testimonials
The ASA has upheld complaints against a hair styling tool brand over fake endorsements and testimonials and misattributed influencer content.
Eurowings carbon offsetting claim doesn't fly with the ASA
A claim that consumers could eliminate the environmental impact of a specific flight by purchasing a voluntary carbon offsetting package was found to be unsubstantiated.
Green transition: are your green claims ready for the new EU rules?
The EU’s EmpCo Directive, which applies from 27 September 2026, bans a wide range of greenwashing practices and introduces mandatory point-of-sale information obligations for traders selling to consumers in the EU.
CAP's new toolkit for making compliant environmental claims
CAP has published a new guide and a checklist and updated its environmental claims guidance to help advertisers make compliant and substantiated green claims.
Motorpoint's savings claim runs out of road as ASA rules misleading ad
The ASA has found that Motorpoint’s ad claiming that consumers could save “up to £17,000” on nearly new used cars did not accurately represent the true nature of the sale and was misleading.
- Posted in:
- Advertising Regulation
- Online Advertising
- Retailing
