Cross-border ads: CAP explains ASA's remit
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
All Articles in Brands
Transparent pricing: CAP clarifies VAT pricing rules
CAP publishes guidance on the presentation of VAT in ads.
No hiding in the supply chain: CMA clarifies responsibility for green claims
The CMA provides clarification on supply chain responsibility when making environmental claims in new guidance supplementing the Green Claims Code and sector-specific guidance on making green claims about fashion products.
ASA bans weight-loss medication ads for breaching prescription medicine rules
The ASA has ruled against three advertisers for promoting prescription-only medicines (POMs) advertising weight-loss medications, finding some also irresponsible for exploiting consumers’ insecurities around body image.
ASA bans fashion retailers' 'sustainable' claims for lack of evidence
The ASA has challenged ads for Nike, Lacoste and Superdry for overstating the environmental benefits of their clothing, in the latest move against greenwashing in retail fashion sector.
'From' prices and urgency claims in hotel ads under the ASA's scrutiny
The ASA has ruled on “from” price claims and urgency claims in advertisements for hotel bookings.
Zero tolerance: CAP reminds alcohol-free brands of their ad responsibilities
CAP publishes guidance note highlighting that ads marketing alcohol alternatives must display the ABV prominently
ASA snapshot: environmental claims in travel agent ads
The ASA’s report finds that two-thirds of environmental claims in major UK travel agents’ online ads are likely non-compliant with the CAP Code.
UK LHF advertising restrictions in force; identifiability and brand exemption guidance published
The ASA publishes final guidance on the UK restrictions on the advertising of “less healthy” food and drink products on TV and the total ban on paid-for advertising of such products online, which came into effect on 5 January 2026.
ASA cracks down on envelope design mimicking official correspondence
The ASA has ruled that branding alone cannot overcome misleading envelope design that mimics official correspondence, requiring direct mail campaigns to make clear their commercial nature immediately and obviously.
Label it clearly: three complaints upheld against wine retailer
ASA upheld three complaints against an online wine retailer on unsubstantiated “same wine” claims, ambiguous “80% off” messaging and a £5 promotion failing to clarify its 48‑hour limit.
ICC publishes new edition of its Framework for Responsible Environmental Marketing Communications
The framework is a helpful tool for advertisers and supports self‑regulation of environmental claims.
