Shelf awareness: ASA drills down on gender stereotypes
The ASA finds harmful gender stereotype in a DIY ad.
All Articles in Consumer protection
ASA lifts the lid on beauty brand's skincare efficacy claims
The ASA ruled that 111skin’s “Exosome Face Lift” product listing made efficacy claims that could not be substantiated and exaggerated the effects of the product, in breach of the CAP Code.
UK and EU update tobacco and vaping advertising frameworks
The UK has prohibited tobacco and vaping advertising under the Tobacco and Vapes Act 2026, while the European Commission consults on modernising its own tobacco advertising and product rules.
Dance app missteps with “free” subscription claim
ASA rules that a dance app using a money back model cannot be descried as “free”.
Advertising cookies: Court of Appeal rules that the test for consent is a purely objective one
The Court of Appeal holds that the test for consent under the UK GDPR and PECR is objective.
ASA crack down on Gecko Play’s pistachio analogy
The ASA ruled that a Gecko Play ad comparing gambling to eating pistachios trivialised gambling and encouraged socially irresponsible behaviour, in breach of the CAP Code.
ASA’s claws come out for Untamed cat food ad
The ASA upheld complaints against Untamed Cat Food’s ad, ruling that claims about competitor meat content in cat food and cats’ nutritional needs were misleading and insufficiently substantiated.
Knit ad unravels under ASA scrutiny
The ASA upheld a complaint against Charmfay Shop’s online ad for a hooded jumper, finding that the claims and imagery had not been substantiated and were misleading.
ASA clamps down on WiggyDog's exaggerated robot-puppy claims
The ASA upheld complaints against WiggyDog’s ad for a robot-dog toy, finding that claims and imagery exaggerated the product’s realism and functionality.
AI in advertising: ICC publishes guidance on its Advertising and Marketing Communications Code
The International Chamber of Commerce has released a guide for marketers on how AI applies to its Advertising and Marketing Communications Code.
Clear skies ahead: Civil Aviation Authority outlines environmental disclosure framework for airlines
The UK Civil Aviation Authority has published a framework setting out guidance and principles on the environmental information airlines and other booking organisations should provide to passengers.
Loot boxes in apps: are your disclosures compliant?
CAP’s enforcement notice and guidance note on loot box disclosure reinforce ASA rulings requiring mobile game publishers to disclose the presence of loot boxes and clearly signpost prize probabilities.
