ASA bans misleading ads claiming UK origins for Marble Muse

The ASA has ordered Marble Muse to withdraw advertisements falsely suggesting a UK presence, part of a wider crackdown on overseas retailers exaggerating local credentials through British imagery and addresses.

The Advertising Standards Authority (ASA) has banned advertisements for Marble Muse, a clothing company found to be misleading consumers by presenting itself as a British brand when it was not. The ASA’s investigation revealed that Marble Muse used imagery evocative of Britain—such as roses, cobbled streets, and the Union flag—alongside phrases like “British Brand” and “Free UK Shipping” to create the false impression that it was based in London. However, the company was actually shipping goods from a warehouse in Asia.

The company’s website bolstered this misleading impression with visuals of models set against stereotypically British backdrops, including a city street and countryside scenes. It also listed a London address in its “Contact Us” section, with text suggesting that the brand was founded in the capital. Despite this, the ASA found the London address was most likely a residential property rather than a genuine business premise. Moreover, the website stated that all returns had to be sent to the warehouse in Asia, further contradicting claims of a UK base.

The BBC was prompted to complain to the ASA, pointing out that Marble Muse’s claims omitted vital information about the company’s true identity and operational location. Marble Muse did not respond to the ASA’s enquiries. The regulator ruled that consumers were likely to be misled into believing Marble Muse was a British company, given the imagery and text used in its advertising. As a result, the ASA ordered Marble Muse’s ads to be withdrawn and instructed the company to ensure future advertising does not misleadingly imply a UK presence. Any quoted prices must include the geographical address from where operations are conducted.

This case fits into a broader pattern of the ASA’s recent scrutiny of retailers who exaggerate or fabricate their UK credentials to appeal to local consumers. Other firms like Luxelle-London and Muse have previously been challenged for similar misleading practices, using UK-specific domain names, addresses, or symbolic British imagery while operating from overseas warehouses, typically in Asia.

The ASA’s stance is grounded in Rule 3.1 of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), which forbids marketing communications from materially misleading consumers. The regulator assesses advertisements based on the overall impression they create, balancing text and imagery, including claims about geographic origins or operational bases. Past rulings include instances where companies gave false impressions about being local businesses or disguised adverts as invoices, demonstrating the breadth of ASA enforcement on misleading practices.

By cracking down on these deceptive tactics, the ASA aims to protect consumers from being misled about the provenance of goods—a factor that can influence purchasing decisions—and to promote transparency in e-commerce. The Marble Muse case underlines the importance of honesty in advertising, especially for online brands trading globally but presenting themselves as local to gain trust.

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Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
10

Notes:
The narrative is fresh, with no evidence of prior publication or recycled content. The earliest known publication date is September 24, 2025. The report is based on a recent ruling by the Advertising Standards Authority (ASA), indicating high freshness. No discrepancies in figures, dates, or quotes were found. The narrative does not appear to be republished across low-quality sites or clickbait networks. The use of updated data without recycling older material further supports its freshness.

Quotes check

Score:
10

Notes:
No direct quotes were identified in the narrative. The content is paraphrased from the ASA’s ruling and related reports. The absence of direct quotes suggests originality and exclusivity.

Source reliability

Score:
10

Notes:
The narrative originates from The Independent, a reputable UK news outlet. The ASA’s ruling is a primary source, and the report is corroborated by other reputable outlets, including the BBC. The Marble Muse company is a verified entity with an online presence, confirming the reliability of the information.

Plausability check

Score:
10

Notes:
The claims in the narrative are plausible and supported by evidence. The ASA’s ruling against Marble Muse for misleading advertising aligns with previous actions taken by the ASA against similar practices. The narrative includes specific details, such as the use of British imagery and the actual shipping location from Asia, which are consistent with the ASA’s findings. The language and tone are appropriate for the topic and region, with no inconsistencies or suspicious elements.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is fresh, original, and supported by reliable sources. The claims are plausible and consistent with known facts, with no evidence of disinformation or recycled content. The use of updated data and the absence of direct quotes suggest originality and exclusivity. The source, The Independent, is reputable, and the information is corroborated by other credible outlets. The Marble Muse company is verified, confirming the reliability of the information.