Advertising and marketing in 2026: what businesses might expect in the UK and EU
This article explores key topics likely to shape 2026 regulatory agenda in the advertising and marketing industry in both the UK and the EU.
All Articles in Brands
ASA bans bar ad featuring Barney the dinosaur for appeal to children and promoting excessive alcohol consumption
The ASA has ruled that a social media ad for a bar featuring Barney the Dinosaur and the phrases “T-wrecked” and “ONE TEQUILA, TWO TEQUILA, THREE TEQUILA, FLOOR”, breached advertising rules by appealing to under-18s and encouraging excessive drinking.
ASA trials AI monitoring of ads at scale in the alcohol industry
The ASA scales up its AI-based Active Ad Monitoring to review compliance in the alcohol industry.
Siloed communication: cruise liner makes pricing change not reflected in promotion
The ASA rules that admin errors do not excuse misleading promotional discounts.
Contact Solar contacted by the ASA for omitting material information from price claim
The ASA has found a pricing claim misleading due to the omission of material information.
Trainline's lowest price guarantee derailed by ASA ruling
The ASA rules that Trainline’s best price guarantee constituted a unsubstantiated lowest price claim.
Ad sequencing leads to ASA ruling on racial stereotypes in 'before/after' beauty ad
The ASA has upheld a complaint that an ad for shower gel included a racial stereotype and was therefore likely to cause serious offence.
Lighting, pose, styling: ASA assessment of unhealthily thin representation
The ASA considered whether the models in four ads on Zara’s website appeared unhealthily thin. It deemed two ads irresponsible on that basis, while finding no breach in the other two. This ruling shows that “unhealthily thin” is about representation within an ad, not just a model’s size.
Tide turns on green claims in the cruise liner industry
The ASA turns its attention to “greenwashing” in the cruise liner industry, using its active ad monitoring system to identify ads worthy of investigation.
Prove it or lose it: ASA and CAP clamp down on 'green disposal' claims
ASA research and rulings shed light on the use of claims like “recyclable”, “compostable” and “biodegradable”.
HFSS advertising restrictions: brand exemption regulations made and government response published
The government makes the Advertising (Less Healthy Food and Drink) (Brand Advertising Exemption) Regulations 2025, which provide clarity on the “brand advertising” exemption to new HFSS TV and online ad restrictions.
Now you see me, now you don't: prices advertised lower, charged higher
The ASA rules that dynamic pricing and use of third party data are not reasons to excuse LoveHolidays for displaying out-of-date and inaccurate prices.
