In the rapidly evolving landscape of retail, augmented reality (AR) technology has emerged as a powerful tool for influencing consumer purchasing decisions. However, as retailers harness the potential of AR to enhance their marketing strategies, they must navigate a complex web of legal challenges and considerations. TLT highlights a case investigated by the Advertising Standards Authority (ASA) in 2021. The ASA deemed these ads misleading, emphasising the importance of transparency in AR marketing practices to avoid deceiving consumers.