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.

On Tuesday, the Advertising Standards Authority (ASA) banned the Nike advert and another from Sky which the regulator said was similar. The ASA is cracking down on online ads like these, saying their structure misleads customers.

The Advertising Standards Authority said both rulings were part of its wider work investigating ‘online choice architecture’ used by retailers.

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.