In short (UK): If goods or services are not as advertised, you usually have remedies under the Consumer Rights Act 2015 against the seller. Report misleading ads to the ASA, but claim your refund from the trader (and card routes if needed). Keep the ad screenshots. This is general guidance, not legal advice.
Saw a bold promise online, then received something completely different? This guide covers the core rules — not a full claim pack. For a personalised plan and letter, use Refundly.
Ad Complaint vs Money Back
| Route | What it does |
|---|---|
| Seller complaint (CRA) | Reject / repair / replace / price reduction / refund |
| ASA report | Challenges the ad industry-wide; rarely pays you |
| Trading Standards / Citizens Advice | Guidance and possible enforcement interest |
| Section 75 / chargeback | Card backup for qualifying mis-selling or non-supply |
Use both tracks when the marketing was the reason you bought.
“As Described” Is a Legal Standard
Goods must match the description, be of satisfactory quality, and be fit for purpose. Listing copy, banners, influencer claims the seller adopts, and in-store posters can all form part of what you were sold. Digital content and services have parallel standards.
Stronger vs Weaker Claims
Stronger: clear false claim in the ad you relied on; missing key features promised; “was £X now £Y” when the higher price was never genuine; product photos that hide a material difference. Weaker: you disliked a feature that was accurately disclosed, or marketing puffery with no concrete promise — though poor quality can still be a CRA issue.
Save ad date, purchase date, and when you noticed the mismatch
What to Do Next (High Level)
- Screenshot the ad, listing, and checkout before they change.
- Photograph or record what you received vs what was promised.
- Complain to the seller in writing citing “not as described” / CRA.
- State the remedy you want (usually full refund if within short-term reject, or repair/replace/price reduction later).
- Report the ad to the ASA if it is still running; escalate unpaid refunds via card or court if needed.
What Your Letter Should Cover
Order details; exact advertising claim and where you saw it; how the product differed; that you relied on the claim; CRA remedy sought; deadline; attachments (screenshots).
Refundly turns your ad screenshots into a clear seller-facing letter
Using Refundly
- Select faulty / misdescribed goods or services
- Rights framed around “as described” and ads
- Personalised plan
- Complaint letter
- Track replies and escalation
Final Tip
Screenshot first, complain second. Ads disappear; your evidence should not.
General information for UK consumers only — not legal advice. See the Consumer Rights Act 2015 and ASA guidance on misleading ads.
Common questions
Short answers to common questions on this topic.
- Can I get a refund if a product is not as advertised?
- Often yes. Under the Consumer Rights Act 2015, goods and digital content must match their description. Misleading claims in ads, listings, or marketing can support reject, repair/replace, or price reduction/refund routes against the seller.
- Is an ASA complaint the same as a refund claim?
- No. The Advertising Standards Authority polices ads and can ban misleading campaigns, but it does not usually refund you personally. Use ASA for the ad; claim your money from the trader under consumer law or your card scheme.
- What counts as misleading advertising?
- Examples include false performance claims, hidden key limitations, bait pricing that was never genuinely available, or photos and specs that do not match what arrives. Context and evidence matter — keep screenshots of the ad and checkout page.
- Do I complain to the retailer or the brand?
- Start with the seller you paid — that is usually who CRA remedies sit against. You can also report the ad to the ASA. For serious mis-selling paid by credit card, Section 75 may apply in parallel.
- What if the small print contradicts the headline claim?
- Headline claims that are later contradicted by buried terms can still be challengeable. Description and fair trading duties are not wiped out by a disclaimer in tiny text — facts and how the product was presented both matter.