Advertising Standards Authority (ASA)v Nike and Sky

On September 25, 2024, the UK's Advertising Standards Authority (ASA) banned advertisements from Nike and Sky for misleading consumers through dark patterns. Nike's ad promoted a pair of trainers for £26 but failed to mention that the low price applied only to children's sizes, leading consumers to believe the offer included adult shoes. Similarly, Sky’s Now TV promotion offered a free trial without clearly stating that it would automatically renew with a charge unless canceled, with crucial details hidden in smaller, less noticeable text. Although both companies defended their actions, Nike stating that consumers would expect some size limitations and Sky asserting that the terms were clearly displayed, they have since committed to revising their practices following the ASA ruling.