How to complain about misleading financial ads Taking action
Reporting misleading ads
Gather evidence
When you report an ad, give as much detail as you can – for example, where you saw it and what it was about. If possible, send the original or a copy.
Is the ad for a credit-related product?
Report credit-related product ads, including personal loans, to Consumer Direct on 0845 404 0506.
Not sure who to report it to?
Any advert can be reported to the ASA – it will pass the ad on to the FSA or OFT if it is unable to deal with it. Visit www.asa.org.uk to lodge a complaint via the ASA's online complaints form or call 020 7492 2222.
Is it for a non-credit financial product?
Print adverts about any financial product apart from credit, such as pensions, investment and insurance, can be reported to the Financial Services Authority (FSA).
Call 0845 7300 168 or go to the FSA website and fill in an online form.
Examples of misleading ads
Each of these financial ads was judged to be misleading by the FSA.
Alliance & Leicester
Alliance & Leicester's advert failed to highlight that the mortgage rate was variable – not fixed, as was implied.
Lloyds TSB
This Lloyds TSB advert could mislead people into thinking it came from someone they knew, as it appears to be a handwritten leaflet and has the word 'Neighbour' written on it.
Money, Debt and Credit
Money, Debt and Credit's TV advert included the phrase: Cut your debts by 75% but failed to include details of additional fees that could be charged.
Churchill
This TV ad by Churchill Insurance guaranteed to beat your car insurance renewal quote.
However, the ASA judged it to be misleading because it failed to highlight some important conditions and exclusions, such as the fact that the offer applies only to those who’d received a quote of £150 or over.