Report a misleading China-shopping advert
Save the advert and its destination page, then report the misleading claim to the Advertising Standards Authority and the platform. Ask ASA to check its jurisdiction, and pursue any purchase complaint separately with the seller. For factory sourcing checks, speak to Cambridge China Bridge.
Preserve the advert before reporting it
Capture the whole advert, including its images, wording, advertiser name, sponsored label and qualifications. Save the advert link, destination address and the date and place you saw it. For video, preserve the sequence containing the claim and its qualifications. Keep original files alongside any annotated copies.
If safe to access, save the product page, delivery promises, returns wording and checkout information. Record what suggested a UK audience, such as sterling prices or UK delivery references. Do not make a purchase just to gather evidence, or enter payment details into a suspicious site. For website checks, see our guide to identifying cloned Chinese shopping sites.
Ask ASA to check jurisdiction
GOV.UK directs people to report scam or misleading online adverts to the Advertising Standards Authority, including adverts on search engines, websites and social media. For a China-shopping advert, ask ASA to confirm whether it can handle the particular communication. Explain where the advertiser appears to be based and where the advert appeared.
Distinguish a paid or sponsored placement from an ordinary product page or the seller’s own social post. Include any UK company address, UK domain and evidence of UK targeting. Ask ASA to assess those details against its current remit rather than treating the factory’s location as the jurisdiction answer.
Describe the misleading claim precisely
Quote the wording you challenge and explain the impression it creates. Then identify the conflicting evidence: a different checkout total, an unavailable delivery promise, a qualification hidden elsewhere or a mismatch between the pictured and supplied goods. Keep observed facts separate from suspicions about the advertiser.
For pricing issues, use what an advertised consumer price must include. For an unclear lifetime promise, use advertising a lifetime guarantee. Attach the relevant screenshots instead of repeating a general allegation that the whole shop is misleading.
Report the advert to the platform too
Use the platform’s advert-reporting control or help centre. Choose the category closest to the problem and provide the advert identifier, advertiser account, destination address and saved evidence where the form allows. Report the actual placement, not just an unrelated seller profile.
Save the submission confirmation and reference. If the advert reappears, capture the new placement and relate it to your earlier report. Keep the platform report and advertising complaint in your records, but continue any purchase complaint without waiting for either response.
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Pursue the purchase complaint separately
If you bought goods, write to the seller with the order record, payment evidence, advertised promise and actual problem. State the remedy you want. Check the marketplace dispute process and ask your payment provider which dispute options and deadlines apply. For a UK seller dispute, see handling a goods complaint.
For a consumer purchase, GOV.UK names Citizens Advice in England and Wales, Advice Direct Scotland in Scotland and Consumerline in Northern Ireland as advice contacts. Explain whether the order was personal or for your business, and ask for advice appropriate to that purchase. Keep the refund request separate from your request to review the advert.
Frequently asked questions
Where do I report a misleading China-shopping advert?
Report it to the Advertising Standards Authority and use the platform’s reporting control. Preserve the advert, destination page and misleading wording before submitting.
Can I report an advert without buying anything?
Yes. GOV.UK says anyone who thinks advertising rules have been broken can complain to ASA. Explain the claim and where you saw it; do not buy goods merely to collect evidence.
Can ASA handle adverts from a Chinese seller?
Ask ASA to check the specific advert. Provide the placement, paid or unpaid status, advertiser details and evidence of UK targeting rather than relying on where the goods were made.
Should I wait for ASA before asking for a refund?
Pursue the seller complaint separately. Preserve order and payment records, check marketplace deadlines and ask your payment provider about dispute options while the advert report is pending.