Who: The Advertising Standards Authority (ASA) and Person(s) Unknown t/a Henry’s Boots (Henry’s Boots)
Where: United Kingdom
When: 9 April 2025
Law stated as at: 2 June 2025
What happened:
The ASA has upheld a complaint against a paid-for online ad and website for Henry’s Boots, an online boot retailer, both seen on 12 November 2024. The ad and the website explained that Henry’s Boots sold handmade leather boots that Henry had spent over 30 years making. The ad also stated that the Henry’s Boots workshop was closing down and there was a sale of up to 80% off the boots. The website included images of a man making shoes in a workshop and also stated that each pair of shoes were hand crafted from “the finest materials” and that they come with a “lifetime craftmanship guarantee”, confirming that “if you’re not completely satisfied, return them for a full refund – no questions asked”.
The ASA understood that the images of the man were AI-generated and “Henry” was not a real person. As a result, it challenged whether the following claims were misleading and could be substantiated: that the boots were handmade by Henry and that Henry’s Boots were closing down, and the offer of a “lifetime craftmanship guarantee”. Finally, it challenged whether by omitting the identity and geographical address of the marketer the ad was in breach of the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code).
Henry’s Boots did not respond to the ASA’s enquiries and the ASA upheld all four challenges. The ASA stated that it was concerned by Henry Boot’s lack of response to the ASA challenge and the apparent disregard for the Code. The ASA has not seen any evidence that the boots being advertised were handmade by “Henry” or that Henry’s Boots was closing down, as well as any evidence of a lifetime guarantee and that products could be returned for any reason, at any time and for a full refund. The ads also omitted material information by not including the geographical address of the marketer. Overall, the ASA found the ads from Henry’s Boots to be misleading.
Why this matters:
This ruling is significant as it shows the ASA is paying attention to the use of AI in advertising. Any advertising that is generated by AI must still comply with the advertising regulations and must not be seen as misleading to consumers.
Misleading claims can lead to regulatory action, damage to brand reputation and loss of consumer trust. Companies must carefully review their advertising practices to avoid similar issues and ensure compliance with advertising standards.
