Who: The Advertising Standards Authority (ASA)
Where: United Kingdom
When: 28 May 2026
Law stated as at: 22 July 2026
The ASA has published research it commissioned to explore consumer attitudes towards the provision of material information in space-constrained online advertising, such as paid search and social media ads. The research examined whether consumers respond differently depending on whether material information appears in the initial ad or on the landing page reached by clicking the ad. It focused on the potential for ads to mislead by omission where information that the average consumer requires to make an informed transactional decision is absent from the initial ad.
The study found that many consumers are accustomed to information being “one click away” in online advertising. Participants generally viewed this as consistent with online norms and accepted that ads often function as an initial prompt, with fuller information available after clicking through to a landing page. Consumers suggested that encountering material information only after clicking the ad would likely cause irritation or inconvenience rather than a sense of having been misled, provided that the information was presented before the opportunity to purchase arose.
However, when presented with specific examples, participants developed clearer views on the circumstances in which the “one click away” approach was more or less acceptable. Participants drew clearer lines where omission could conceal financial commitment or create a false impression – particularly around subscriptions and recurring charges, contracts and longer-term commitments, variable or tiered pricing, and in-app purchases. In higher-risk contexts, including in relation to gambling, financial and medical products and services, they expected qualifying information to be shown in the initial ad. Participants were more relaxed about material information being provided after click-through in lower-stakes contexts or where caveats are widely expected, such as offer end dates (assuming active ads are still live), conditions of free delivery and low-value or everyday purchases.
The ASA suggests that consumers may have become habituated to certain advertising practices, such as exaggerated claims or attention-grabbing headlines, and had learned to tolerate them as part of the online advertising ecosystem. However, it highlights that consumer tolerance does not necessarily mean that those practices meet the standards required by the Advertising Codes.
Why this matters
Advertising must not be misleading, including by omitting material information consumers need to make an informed transactional decision such as visiting a website or purchasing a product or service. Under the existing regulatory approach, in space-constrained formats, some material information may in certain circumstances be provided via a landing page rather than in the initial ad.
The ASA states that the research supports the existing regulatory approach, and does not fundamentally alter its assessment approach under the Advertising Codes. It states that the research provides useful insight into consumer attitudes towards online advertising, while reinforcing the need for advertisers to present material information clearly and at an appropriate stage in the consumer journey. The ASA will continue to consider whether the overall presentation of an ad is likely to mislead the average consumer.
