Advertising is a vital way for companies to drum up business. However, consumers need to watch out for unscrupulous advertisers trying to sell dodgy goods and services. This page tells you what to watch out for in misleading adverts and how to help put a stop to them.

According to the Advertising Standards Authority's codes, all advertisements must be 'legal, decent, honest and truthful'. They must also be prepared with a sense of responsibility to consumers and to society and with respect to the principles of fair competition. It is up to advertisers to prove any claims they make. If they cannot do so, the advertisement must be withdrawn or amended.

Some advertisers set out to mislead. Their adverts deceive or are likely to deceive their audience. That is against the law.

Misleading advertising taps into a fantasy world. Gain muscles without exercise, lose weight without eating less, and transform your life by buying this or eating that - no worries.

Except that the world doesn't work like that.

Beware of products or treatments that are advertised as quick and effective cure-alls, of testimonials claiming 'amazing results' or 'complete transformations'.

When advertisers use phrases such as 'scientific breakthrough', 'miraculous cure', 'exclusive product', 'secret ingredient' or 'guaranteed to work' treat these claims with caution. Don't let unscrupulous people get their hands on your money.

If you suspect a scam to swindle people out of their cash then report it. By helping to expose deceptions you will protect vulnerable people, and promote advertising that is legal, decent, honest and truthful. A list of different organisations to complain to can be found below.

The Advertising Standards Authority is the one-stop shop for all advertising complaints, making it simple for consumers to complain about advertisements they find misleading or offensive. Complaints can be made online, by post or (for some ads) by phone. If you want to complain about the content of an ad, about unwanted mail or the non-delivery of goods, promotional items or refunds please contact the ASA. (Please note the ASA is unable to investigate complaints about packaging or advertising appearing in shop windows):

Advertising Standards Authority

Mid City Place

71 High Holborn

London

WC1V 6QT

Telephone: 020 7492 2222

Fax: 020 7242 3696

Textphone: 020 7242 8159

Email: enquiries@asa.org.uk

Local trading standards officers also receive complaints. They can seek court orders to stop misleading advertising which is harming consumers, and also enforce the Trade Descriptions Act.

Watchdogs such as the Medicines Control Agency handle more specialised complaints in their own areas.

Medicines Control Agency

Information Centre

10 - 2, Market Towers

1 Nine Elms Lane

London SW8 5NQ

Tel: 020 7273 0000 (weekdays 0900 -1700)

Tel: 020 7210 3000 (other times)

Fax: 020 7273 0353

E-mail: info@mca.gsi.gov.uk