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 Misleading advertising
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 puts the brakes on We Buy Any Car’s ad claims
The ASA has banned We Buy Any Car ads, after upholding complaints from competitors, ruling that the ad was misleading and made unsubstantiated comparative claims about the speed and guarantees of its service.
Home, sea and sky: green claims under scrutiny
New CAP guidance notes set expectations for green claims in home improvements, cruises and aviation industries, underlining the broader push for compliant sustainability marketing in the UK.
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.
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.
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.
Dead giveaway: ASA rules on cancelled prize draws and invalid vouchers
The ASA has upheld complaints against the administration of social media and localised promotions, reminding advertisers to administer their promotions fairly and effectively.
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.
