UK regulator challenges ‘up to' savings claims in retail advertising [Yahoo! Finance]
CENTRICA PLC S/ADR (CPYYY)
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Source: Yahoo! Finance
The Advertising Standards Authority (ASA) has issued new rulings against several UK advertisers over misleading “up to” savings claims, reinforcing stricter expectations for substantiation in retail and energy marketing. Decisions published on 4 March 2026 found that ads from British Gas, Centrica Hive and Wild Nutrition breached the UK advertising code by presenting claims that could mislead consumers or lacked sufficient evidence. The regulator said advertisers must demonstrate that the maximum savings advertised in promotions reflect outcomes achievable by a “significant proportion” of consumers. The rulings underline increased scrutiny of retail promotions, pricing claims and sustainability messaging as the ASA expands its monitoring activity. Evidence required for ‘up to' savings claims The ASA ruled against a paid Meta advertisement from British Gas promoting heat pumps that claimed consumers could save “up to £546”. According to the regulator, the company did not pro
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