About This Ad Is Illegal
This Ad Is Illegal (TAII) notifies entities that they are hosting illegal ads or webpages. We monitor public-facing marketing and product listings and report them, either through Digital Services Act (DSA) pipelines or directly. We may escalate non-compliance to authorities and/or publish our evidence.
Why we exist
Misleading advertising and unlawful product claims undermine consumer trust and can cause genuine real-world harm. Consumer law is designed to help consumers make informed choices and deter practices that prevent them from doing so. In reality, consumers cannot feasibly verify every claim, ingredient, or implied benefit before making a purchase. When sellers frequently make unverified claims, the cost of checking (“verification burden”) is unfairly shifted onto consumers, hindering their ability to make an informed choice.
We exist to protect consumers against these practices.
How we protect consumers
We report illegal content that commonly drives consumer detriment, including:
- Misleading claims (express or implied) and material omissions
- Health/nutrition-style claims used in marketing for foods/supplements that appear unauthorised or non-compliant
- Listings that enable restricted or unlawful marketing (including third-party marketplace listings)
- Manipulative presentation patterns that may steer consumers toward choices not in their best interests
When we identify illegal content that harms consumers, we notify the relevant entity and document the interaction.
Transparency and publication
We may publish findings and supporting evidence regarding entities we interact with.