Welcome to the latest issue of The Advertising Brief in which we bring you the latest updates and rulings from the world of advertising.

Each quarter we bring you concise summaries of the most interesting cases from the UK’s Advertising Standards Authority (ASA) with our key takeaways and practical guidance. We also provide helpful updates on the key regulatory developments that brands, marketers and key stakeholders need to be aware of.

In this issue we look at a variety of different topics, including the ASA’s latest decisions in relation to review and ratings claims, gambling, and junk food advertising. On the regulatory guidance side, we share some important developments in relation to the use of AI agents, cross-border advertising, the ASA's recent report into influencer marketing, and more.

In issue:

1. ASA guidance on cross-border advertising
2. No pearly whites for ZING Toothpaste as misleading advert ruling bites
3. UK’s “sugar-free Easter” and the ASA's first rulings on HFSS food
4. CMA guidance reinforces consumer law obligations for AI agents
5. Transparency gaps in influencer marketing under regulatory scrutiny
6. ASA reinforces evidence based standards for complementary therapy claims
7. It ain't easy being green: new CMA guidance on green claims
8. One pistachio too many: ASA cracks down on light hearted gambling ad