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Responsible for writing and maintaining the UK Advertising
Codes and providing authoritative advice on the rules

Misleading Advertising: Part One

Around 70% of cases dealt with by the ASA relate to advertising that is perceived as misleading. Misleading ads hoodwink consumers, give an unfair advantage to businesses that don't play by the rules and erode trust in advertising.
On this course you will discover how to avoid creating advertising that could inadvertently mislead your customers, and create campaigns that comply with the rules.
This course focuses on how to deal with aspects of 'free', 'comparisons' and 'availability' in your ads. It is broken down as follows:
  • Free: We'll talk you through the specific rules attached to the use of the word 'free', and how you can use it in your ads without misleading customers.

  • Comparisons: In this section, you will find out the requirements for comparing your products to your competitors and the substantiation required in doing this.

  • Availability: This section looks at the steps marketers should take to ensure consumers aren't misled over the availability of a product or an offer.

The course concludes with an assessment and on passing, a personalised certificate for your records.


Individually each module costs £54

If you are buying five or more of any of our modules, or if you intend to have five or more users, you can save on the price per module. See our tiered pricing structure to find out more.

Have any questions?

If you have any questions, or you’d like to find out more, please email

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For more information on ad regulation and the ASA complaints process, CAP eLearning has two introductory learning activities, available here.
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