Law360, London: The UK's advertising regulator told two law firms on 24 September 2025 that they must remove Facebook and website promotions relating to 'no win, no fee' group action compensation claims, finding that they failed to include important information about service fees.

The Advertising Standards Authority (ASA) has published its 2023 Annual Report. The Report focuses on the ASA's AI-based 'Active Ad Monitoring' system that processed three million ads in 2023 and should process ten million in 2024, thus allowing the ASA to review adverts more quickly and efficiently. Also, the Report reviews the ASA's new strategy, ‘AI-assisted, collective ad regulation’, launched in 2023, highlighting how the ASA prioritised proactive regulatory projects, further shifting away from complaints-led investigations towards front-foot ASA-led monitoring and enforcement action. This helped support the authority's focus on tackling ad-related societal concerns in areas such as green claims, youth vaping, body image, gambling, and prescription-only-medicines. Other noteworthy points presented by the Report include the ASA's work in partnership with the Competitions and Markets Authority and the Financial Conduct Authority, as well as examining the potential harm arising from the use of digitally altered images in ads.

The Advertising Standards Authority (ASA) has published its latest report on children's exposure to age-restricted television adverts to help identify trends and ensure its tough scheduling restrictions are working to limit appropriately, in this case children’s, exposure to them. The findings of this report show that children are seeing fewer ads for gambling, alcohol, and products high in fat, salt or sugar on TV, in a continuing downward trend, but it also highlights that children’s exposure to all TV ads is also decreasing. Notably, between 2010 and 2023, children’s exposure to all TV ads fell by 75%. The ASA notes that this continued decline is encouraging but heavily influenced by changing media habits, so that it will also continue to conduct proactive project work looking at what ads children see when they are seeing online.

The Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) have the published consumer research and an Enforcement Report on the advertising of prescription-only weight-loss medicines, and set out enforcement action taken with the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC). The ASA found high public awareness and interest in these medicines, which shapes how advertisements are interpreted, with many consumers viewing ads as promoting purchase rather than medical consultation, while also reporting pressure to lose weight and limited understanding that such treatments require a prescription. CAP’s monitoring of over 95,000 paid online advertisements from 44 advertisers between February 2025 and January 2026 identified around 900 ads likely to breach the rules, primarily through naming or implying prescription-only medicines or using related imagery, and subsequent enforcement action led to a reduction in non-compliant ads from 7% to 1% and overall compliance reaching approximately 99% by January 2026. The ASA stated that, despite this improvement, risks remain in non-paid and emerging advertising formats, and confirmed that it will continue monitoring, enforcement, and collaboration with partner regulators to ensure consumer protection as the market develops.

The Advertising Standard Authority (ASA) has published the main findings from its qualitative consumer research that was carried out in 2023, along with key recommendations for actions following the review into environmental claims currently being made by meat, dairy and plant-based alternative advertisers. The research and its review found that some specific areas and issues would benefit from further discussion and consideration in the Spring and Summer of 2024. The ASA pointed out that, generally, there is no widespread need for enforcement action to bring claims into compliance with the ad rules.

The Advertising Standards Authority (ASA) has published guidance reminding advertisers promoting complementary and alternative therapies of the applicable rules, alongside guidance on Attention Deficit Hyperactivity Disorder (ADHD) references, highlighting risks around health-related claims for borderline products, including food supplements, apps, software and other consumer goods. The ASA notes that while complementary therapies may support general wellbeing and claims such as relaxation are likely acceptable, any claims to treat or alleviate medical conditions must be supported by robust clinical evidence, including where implied through testimonials, and practitioners who are not suitably qualified should not refer to serious medical conditions. In relation to ADHD, treated as a serious medical condition, claims that food or supplements can prevent, treat or alleviate ADHD or its symptoms are likely to breach the Committee of Advertising Practice (CAP) Code as such claims are considered disease claims; only authorised health claims may be used and any medicinal claims require appropriate authorisation, while advertising should not discourage prescribed treatment. The ASA also notes that apps or programmes claiming to diagnose or manage ADHD may fall within medical device regulation and must be registered and that similar issues may arise for other products including cosmetics, where claims to treat or manage medical conditions may trigger medicines or medical device requirements.

The Advertising Standards Authority (ASA) has published its Vaping Project Review, which outlines the findings from its investigations, tech-assisted monitoring, enforcement actions, stakeholder engagement, and advisory efforts regarding vaping advertisements targeting individuals under 18 since June 2023. The ASA discovered that influencers, businesses, agencies, and vaping brands were producing both paid and organic content, as well as brand ambassador programs, across all social media platforms. This prompted numerous ASA rulings against advertisements promoting vaping, along with Enforcement Notices issued to vaping brands, wholesalers, and retailers that prohibited them from advertising on social media platforms. To ensure compliance with these Notices, the ASA utilised its AI-based Ad Monitoring System, which identified over 300 TikTok posts that needed to be removed, as well as 300 problematic accounts on Meta. While this monitoring system revealed that 60% of the ads were taken down following the issuance of the notices, the ASA continues to identify a significant number of accounts that are not complying with the regulations.

The Advertising Standards Authority (ASA) has published a reminder for marketers to ensure their ads responsibly demonstrate road safety and sensible driving. The ASA underlines that Rule 19.2 of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) states that advertising should not ‘condone or encourage unsafe or irresponsible driving’ or feature behaviour that, if emulated, could result in a breach of the legal requirements of the Highway Code. The ASA also urges that care be taken in references to quick acceleration, such as ‘0-60’ type claims, specifically where the context is likely to make this the central message of the ad. Signs of excessive speed such as blurred lights should also be avoided. The ASA highlights that safety is key, and to avoid making speed the ad focus, as well as being wary of hazards. The ASA cites a 2017 complaint it upheld against a Jaguar ad which promoted features that allowed the driver to carry out work-related tasks via hands-free technology, as it was considered likely to distract a driver’s attention from the road and prevent them from having full control of the vehicle.

The Advertising Standards Authority (ASA) has released findings from its review of 362,000 online ads by major UK travel agents, conducted between August 2024 and June 2025, to evaluate whether their green claims met advertising standards. The ASA reports that most travel agents (99%) are not making environmental claims, but of the 329 ads that did, 56% appeared likely to break the rules due to vague, broad or unsupported claims, including the use of absolute terms such as ‘eco-friendly’ and ‘green’, claims lacking context or evidence, comparative claims like ‘greener way to travel’, and environmental wording embedded in product names such as ‘eco resort’ and ‘eco lodge’. The ASA notes that it has provided advice and guidance, taken formal action where necessary and will continue to actively monitor the sector.

The Advertising Standards Authority (ASA) has published the results of a pioneering trial using artificial intelligence (AI) to monitor nearly 6,000 alcohol and alcohol-free ads across search, display, and social media for compliance with UK advertising rules. Led by the ASA’s Data Science team, the trial employed AI-based large language models to flag potential breaches, which were then reviewed by human experts to confirm non-compliance. The findings show that around 96% of alcohol ads were likely compliant, 1–3% appeared to breach the rules, and 1% required further review, with issues including misleading health claims, promotion of irresponsible drinking, and content appealing to children. Alcohol-free ads raised more consistent concerns, with approximately 48% flagged for unclear or missing ABV labelling. The ASA will contact advertisers responsible for confirmed breaches and publish guidance on labelling, demonstrating how AI, combined with expert judgment, can enhance regulatory oversight, improve precision, and support responsible advertising in the UK.

The Advertising Standards Authority (ASA) has published its 2024 Influencer Ad Disclosure monitoring report, analysing over 50,000 pieces of content across Instagram and TikTok from 509 UK-based accounts. The report found 57% compliance with ad disclosure rules, while 34% of influencer ads contained no disclosure and 9% used inadequate disclosure labels. The ASA confirmed it will share findings with platforms and influencers, continuing enforcement through AI-powered monitoring. The regulator stated it will apply sanctions where persistent breaches occur. The rules require clear disclosure of commercial relationships where payment occurs in any form and brands have content control.

TMT analysis: On 15 May 2019, the Advertising Standards Authority (ASA) upheld a complaint against an ad from WHG International Limited (William Hill) shown on the dating app Tinder. The ASA found it was in breach of the UK Code of Non-Broadcast Advertising (Cap Code) as it linked gambling to seduction, sexual success or enhanced attractiveness.