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 ecommerce
Time is up for misleading pricing claims
The ASA has upheld three complaints against Hammonds Furniture Ltd, finding its use of a countdown clock misleading and its “unbeatable price” claims for bespoke furniture inadequately substantiated and unverifiable.
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.
Subscription transparency: ASA says 12 months commitment needs prominence
The ASA finds that a marketer had to inform consumers that a subscription was subject to a fixed term of 12 months at the start of their purchasing journey rather than just at the checkout.
Prime time to review misleading consumer journeys
Prime time to review misleading consumer journeys
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.
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”.
Don't fail in ticket sales
Reminder from CAP to maintain transparent marketing practices for ticket sales.
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The ASA rules that dynamic pricing and use of third party data are not reasons to excuse LoveHolidays for displaying out-of-date and inaccurate prices.
