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.
All Articles in health
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”.
New exceptions explained in ICO final guidance on storage and access technologies: could online advertising be next?
The ICO has published final guidance on storage and access technologies under PECR, incorporating new sections on the exceptions for statistical purposes, appearance and emergency assistance introduced by the Data (Use and Access) Act 2025, and provided an update on its online tracking strategy.
First taste: ASA's first rulings on 'less healthy' food and drink advertising restrictions
The ASA issues its first rulings clarifying the scope of the “less healthy” food advertising restrictions.
Greenwashing nappies: baby care company falls short on environmental claims
The ASA has upheld complaints against Kit & Kin’s green marketing for its nappy and wipes range, finding that “eco”, “sustainable” and “biodegradable” claims were absolute, unsubstantiated and gave a misleading impression of the products’ environmental impact.
ASA holds online pharmacies accountable for customer-shared referral codes
The ASA holds online pharmacies responsible for customers’ social media posts sharing weight-loss medication referral codes.
Not a five-star performance: ZING Toothpaste's misleading review ratings
The ASA found that ZING Toothpaste’s ads were misleading because they displayed five-star ratings and review counts that closely mimicked Trustpilot’s format but were not supported by the company’s actual Trustpilot profile.
Cross-border ads: CAP explains ASA's remit
CAP publishes an article explaining the ASA’s remit in relation to cross-border ads.
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.
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
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.
