Advertising Standards Authority

Today, we’ve published six rulings following investigations into ads for liquid Brazilian Butt Lifts (BBLs). These ads were picked up by our Active Ad Monitoring system, which uses AI to proactively search for ads online that may break the rules. Our sweep of UK-based cosmetic surgery and non-surgical intervention ads flagged several cases that warranted further action. We found ads that raised serious concerns about how these high-risk, unregulated procedures were being promoted: “Choosing to undergo a cosmetic procedure is a serious decision, so ads that trivialise this, exploit insecurities, or pressure consumers can cause real harm. We're particularly concerned about these type of ads for liquid BBLs, given the procedure is currently unregulated and is known to be high risk.” Protecting vulnerable audiences is one of our key priorities. We’re committed to holding advertisers to account and will continue proactive monitoring and compliance work to ensure that cosmetic procedures are advertised responsibly. 📖 Read the rulings: https://lnkd.in/dfSgbmm

📰 MHRA in the news || "Advertising watchdog launches crackdown on influencer and social media ads promoting weight-loss medicines like Ozempic and Wegovy which should only be prescribed by doctors” in the Daily Mail News – 11 April 2025 We are pleased to share this piece highlighting the MHRA’s joint action with the Advertising Standards Authority (ASA) and General Pharmaceutical Council (GPhC) to tackle illegal online ads for weight-loss prescription medicines, reinforcing that such drugs must only be accessed through a proper medical consultation. 🗣 Julian Beach, our Interim Executive Director of Healthcare Quality and Access, said: "The MHRA took takes concerns about the illegal promotion of prescription-only weight-loss medicines to the public very seriously. “The promotion of prescription-only medicines is not only against the law but also puts people’s health at risk. “We scrutinise complaints we receive about the alleged advertising of prescription-only medicines to the public. By working in close partnership with other regulators, we can together take strong, coordinated action to stop those responsible for the promotion of these prescription only medicines and ensure advertising rules are followed.” Read the full story 🔗 https://bit.ly/42AqopI

📢 New Enforcement Notice on weight-loss drug advertising We have issued a joint Enforcement Notice, in partnership with the Medicines and Healthcare products Regulatory Agency and General Pharmaceutical Council (GPhC), to reinforce the strict rules on advertising prescription-only weight-loss medicines (POMs) online. The Notice makes clear that ads for named weight-loss POMs are prohibited, including online, on social media and by influencers, and any remaining ads must be removed immediately. Read the Enforcement Notice: https://lnkd.in/efrv7g8Q 📈 We are also issuing a wider update on our work in this area, which has been informed by our world leading AI-based Active Ad Monitoring system, enabling us to monitor weight-loss POM ads at pace and scale. Through proactive investigations and close regulatory collaboration, we’re aiming to significantly reduce the volume of unlawful ads. 💬 Jess Tye, ASA Regulatory Projects Manager, said:   “We’ve made clear from the outset that promoting weight-loss POMs to the public is illegal. This joint notice strengthens our approach and supports continued action in partnership with MHRA and GPhC.”   Find out more about how we're tackling this issue: https://lnkd.in/e87mj9NY

🎙️ Listen back: Our rulings against misleading drop-shipping ads were featured on BBC Radio 4’s You and Yours. Jessica Tye, Regulatory Projects Manager at the ASA, joined the programme to explain the issues we’ve highlighted – from false “closing down” claims to misleading promises about returns and product quality. 📻 Tune in here: https://lnkd.in/ek7MYWAX 📖 Read the rulings: https://lnkd.in/dfSgbmm This coverage highlights how important it is for people to be aware of the risks when buying from social media ads — and how we’re taking action to protect consumers from being misled.

📢 New Rulings - Green claims in advertising 🌍 Three new rulings published this week give added clarity on how we assess environmental messaging in ads: ✅ Barclays and Shell – Not upheld Barclays’ ad focused specifically on its Investment Bank’s support for businesses transitioning to low-carbon futures. It was clearly targeted at a professional audience and unlikely to mislead about Barclays’ wider activity. Shell’s TV ad highlighted both its high- and low-carbon activity, with clear qualifications about the proportion of its investment in oil and gas. ❌ TotalEnergies – Upheld An X ad for one lower-carbon initiative created a misleading impression by leaving out key information about the proportion of its overall business model that such activity represents. 📌 These rulings form part of our Climate Change and Environment project, embedded in our new five-year strategy. We’re committed to ensuring that green claims are not misleading and that businesses play fair. Find out more: https://lnkd.in/eK94tDUA Read the rulings: https://lnkd.in/dfSgbmm

🔎 The third and final report in our Understanding Advertising series is live! It explores public concerns about misleadingness in ads—from fake reviews and omitted information to misleading imagery. 🖼️ The findings help inform our regulatory priorities and support key areas of our work, from environmental claims to ads in podcasts. 🎙️ 📖 Read the news story: https://lnkd.in/guwmPzBv 📊 Explore the research and analysis: https://lnkd.in/g8A2pt4E

🌿 Make Green Claims with Confidence 🌿 As more organisations spotlight their eco-credentials, getting environmental claims right in ads has never been more important. Join the Committee of Advertising Practice online for Virtual Advice:AM | Climate Change and the Environment, a practical session designed to help you understand the ad rules and make confident, compliant environmental claims. Our experts will break down key principles, share real-life case studies, and offer insights from our research on how the public understands green claims. ⏰ Tuesday 22 April 2025 | 10:00–11:30am (GMT) | Live on Zoom 💻 Whether you’re in marketing, compliance, or creative, this session will help you navigate the dos and don’ts of environmental advertising. 🌍 🖋️ Book your place today: https://lnkd.in/gzwDFtpc

⏰ One Day Away! Committee of Advertising Practice Online Advice: AM Misleading Advertising Training is tomorrow (10:00-11:30am)! 📚 Learn how to substantiate claims with robust evidence, how to compare your products to competitors, and more. 💪 You’ll also gain access to our Insiders' Guide to the ASA and CAP e-learning module for 6 months. 🖋️ Book today: https://lnkd.in/edNxk5ir

It's great to see our research discussed in Marketing Week! It highlights why our evidence-based approach—through ongoing research and proactive projects—is so important in helping us respond to concerns the UK public has about ads. 🔎 Explore our research into portrayal and imagery in ads: https://lnkd.in/euA_ewmF

Yesterday, we published a report on the harmful objectification of women in ads within mobile gaming apps. Read the full report here: https://lnkd.in/eNVyNEcE Find out more about our research into public concerns around advertising in the UK: https://lnkd.in/euA_ewmF