We're launching an eLearning module on misleading advertising that uses real life Advertising Standards Authority (ASA) rulings throughout to help marketers avoid eroding consumer trust and to promote fair competition.

The new eLearning module is relevant and applicable to all marketers; it is designed to help anyone involved in commissioning, producing or overseeing marketing communications create campaigns that stick to the rules. We're also offering a short (30 minute) free course providing an overview of the CAP Code rules on misleading advertising. It includes two ASA case studies plus a short assessment and provides a refresher on these important principles.

Misleading advertising represents around 70% of the ASA’s work, with 80% of misleading cases in 2014 related to non-broadcast ads. Last year, the ASA received 12,719 complaints about 10,467 ads in non-broadcast media on the grounds that they were misleading. Although the overwhelming majority of UK advertising is truthful and deals fairly with consumers, misleading ads undermine confidence in the sector, bring advertising into disrepute which in turn impacts negatively on business.

In summary the eLearning module focusses on aspects surrounding 'free', 'comparisons' and 'availability' in ads. It is broken down as follows:

  • Free: A focus on the specific rules attached to the use of the word 'free', and how to use it in ads without misleading customers
  • Comparisons: Highlighting the requirements for comparing products with competitors and the evidence required in doing this
  • Availability: Looking at the steps marketers should take to ensure consumers aren't misled over the availability of a product or an offer

Marketers working in highly competitive sectors where these techniques are commonly used, such as travel, telecommunications, leisure and retail will find the module particularly relevant and useful.

Misleading advertising is bad for business,

bad for consumers and bad for the reputation

of the advertising industry as a whole. Our

new eLearning module is an invaluable tool

and underlines our commitment to helping

marketers get their ads right – promoting

fair competition and consumer trust which

in turn is good for business.



Shahriar Coupal, Director of the Committees

Because of the scope and scale of this topic this is the first of three modules that cover misleading advertising. Modules 2 (Substantiation, Qualification and Endorsements & Testimonials), and 3 (Exaggeration, Prohibited claims, Pricing and Guarantees and after-sales service) will be launched in 2016.

As the body responsible for writing the UK Advertising Codes, no one is better placed than us to help and give advice to marketers on the advertising rules. This eLearning module forms part of our range of expert advice and training resources to give marketers the help and support they need to produce truthful and honest ads and deal fairly with customers.

Launching the eLearning module, Director of the Committees, Shahriar Coupal said: “Misleading advertising is bad for business, bad for consumers and bad for the reputation of the advertising industry as a whole. Our new eLearning module is an invaluable tool and underlines our commitment to helping marketers get their ads right – promoting fair competition and consumer trust which in turn is good for business.”

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