Marketinglaw Update | June 2026
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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
Beauty Pie's 'clinically proven' claim falls short of evidence
The ASA has upheld a complaint against Beauty Pie’s LED mask ad claiming “clinically proven” results, finding that the supporting studies were insufficient to substantiate the claim.
Not on their books: MN2S's misleading talent listing
The ASA has ruled that a talent agency’s listing of a photographer on its website, without representing them, constituted misleading advertising in breach of the CAP Code.
- Posted in:
- Advertising Regulation
- Online Advertising
Greenwashing in fashion: ASA rules 'recycled materials' claim to be misleading
The ASA has ruled that UNIQLO’s “recycled materials” claim in an ad for fleece coats and jackets was misleading, as the evidence did not demonstrate that the products were made entirely from recycled materials.
- Posted in:
- Advertising Regulation
- Online Advertising
- Retailing
ASA continues to apply 'less healthy' food and drink ad restrictions
The ASA issues further rulings under the “less healthy” food and drink advertising restrictions.
- Posted in:
- Advertising Regulation
- Online Advertising
One click away: ASA explores consumer expectations for material information in online ads
Research commissioned by the ASA into consumer attitudes to the provision of material information in online ads finds that consumers generally accept material information being “one click away”, though they expect key details upfront in higher-risk contexts. The findings do not alter the ASA’s existing regulatory approach under the Advertising Codes.
Greenwashing audit: ASA maps the landscape of environmental claims in UK advertising
The ASA’s report on environmental claims in UK online advertising finds that, while such claims are relatively rare, they frequently use high-risk absolute terms such as “eco-friendly” and “sustainable” that require significant substantiation under the CAP Code.
- Posted in:
- Advertising Regulation
- Online Advertising
- Retailing
