The advertising watchdog has scolded Confused.com’s claim to be "18 million strong", telling the price comparison website to revise its ads after discovering their numbers do not stack up.

Confused.com introduced the claim at the end of one of their TV ads which aired in November.

The ad featured a voiceover that stated "Confused.com, 18 million strong and growing" with “18 million strong. Love Confused.com” displayed on-screen in text.  The number was later updated to 20 million.

The ad watchdog branded the ads misleading after examining the price comparison site’s customer records and finding the number of unique records was "significantly under 18 million".