The UK’s advertising watchdog has banned ads from Nike and Sky on the grounds that they’re misleading in another sign that the agency has its eyes firmly peeled on the way retailers approach customers online.

Adverts for sports giant Nike and broadcaster Sky have been banned for using tactics which could mislead customers into spending more than intended. Nike ran an advert on social media which showed the price of the trainers as £26, only for customers to discover when they clicked that it was for a children's size.

On Tuesday, the Advertising Standards Authority (ASA) banned the Nike ad and another one from Sky, which the regulator said had similar issues. The ASA is targeting online ads like these, saying they mislead customers due to their structure. Both companies defended their advertisements.

Nike and Sky ads banned over misleading ‘dark pattern’ tactics - The Advertising Standards Authority said both rulings were part of its wider work investigating ‘online choice architecture’ used by retailers.

ALBAWABA - Advertisements for Sky and Nike have been prohibited by the relevant authorities due to the use of so-called "dark pattern" strategies, which

Adverts for Nike and Sky have been banned for using so-called “dark pattern” tactics designed to lead consumers to unintentionally spend money. Nike advertised a shoe at a low price, causing consumers to click through only to find that it was for a children’s size.