As part of a wider ongoing project examining Black Friday promotional pricing and online discount claims, the Advertising Standards Authority (ASA) upheld a series of complaints against four major retailers, DBZ Marketplace Online Ltd t/a Debenhams, Boots UK Ltd, John Lewis plc, and Shop Direct Home Shopping Ltd t/a Very, concerning misleading price promotions in ads published during Black Friday sales.

The Advertising Standards Authority (ASA) has upheld a ruling on two paid-for Google ads for The Pure Gold Company, a gold and silver retail dealer. The ads were identified through the ASA's proactive monitoring as part of its wider work on unregulated investments. The ASA found the ads were misleading as they failed to illustrate the risks of gold investments. The ASA upheld the complaint.

One complaint was received by the Advertising Standards Authority (ASA) regarding a paid-for Facebook ad from Just Eat.co.uk Ltd t/a Just-Eat.co.uk that promoted McDonald’s products high in fat, salt, or sugar (HFSS), questioning whether it was targeted at children. The ASA upheld the complaint.

A complaint was received by the Advertising Standards Authority (ASA) regarding a paid-for Facebook ad for Happyo, a behaviour programme aimed at those with ADHD. The ASA challenged the ad’s compliance with the CAP Code and its role in discouraging essential treatment for ADHD. The ASA upheld the complaint.

As part of a wider ongoing piece of work examining misleadingness and irresponsibility in advertising for tanning products, the Advertising Standards Authority (ASA) upheld multiple complaints concerning paid‑for social media and search ads placed by The Sun Company (Horsham) Ltd t/a The Sun Company, Tanbox Towcester Ltd, SFJ Group Ltd t/a SunShine Co, JD Tanning UK Ltd t/a Tan & Deliver Home Hire Sunbeds, and Byrokko. All five ads were identified by the ASA’s AI‑powered Active Ad Monitoring system, which uses artificial intelligence to proactively survey online ads in higher‑risk sectors and detect potentially non‑compliant claims before they reach consumers, rather than relying on consumer complaints alone.

Two complaints were received by the Advertising Standards Authority (ASA) regarding promotional pricing claims made by Vodafone Ltd on its website. The complaints concerned misleading savings claims and promotional pricing practices. The ASA upheld both complaints.

The Advertising Standards Authority (ASA) challenged whether an ad for a sock retailer misleadingly implied the product could relieve pain.

Two complaints were received by the Advertising Standards Authority (ASA) regarding Health Line's Facebook ads for LASIK eye surgery. The ASA upheld both complaints.

The Advertising Standards Authority (ASA) considered three rulings concerning the new restrictions on advertising less healthy food and drink (HFSS) products. The ASA upheld a complaint against Domino's Pizza UK & Ireland Ltd t/a Domino's but did not uphold complaints against Bubbleology UK-I Ltd t/a Bubbleology and McDonald's Restaurants Ltd t/a McDonald's. The rulings continue to clarify how the new HFSS advertising regime will be applied in practice, particularly when determining whether an advertisement features an identifiable less healthy product and whether the statutory exemptions for brand advertising and food and drink small and medium-sized enterprises (SMEs) apply.

The Advertising Standards Authority (ASA) received a complaint regarding an ad for the videogame 'Call of Duty Modern Warfare III', seen on the PlayStation Store which featured an image of a soldier in a skull mask holding a gun. The complainant challenged whether the ad had been irresponsibly targeted. The ASA also received a complaint regarding claims on the website, Instagram account, and X account for Victoria Plum, an online bathroom retailer, which challenged whether the claims were misleading. The ASA did not uphold one complaint but upheld the other.

One complaint was received by the Advertising Standards Authority (ASA) regarding a social media post by Eaton Gate Gaming Ltd, trading as Kwiff, which featured Sir Lewis Hamilton. The complaint alleged that the post included an individual of strong appeal to under-18s, breaching the CAP Code. The ASA upheld the complaint.

Three complaints were received by the Advertising Standards Authority (ASA) regarding FX Compared Ltd t/a FXcompared. The complaints were about misleading advertising claims related to savings, commercial intent, and the representation of money transfer providers as the 'best' and 'top providers.' The ASA upheld the complaints.