Things continue to trend in the wrong direction for Hello Games as the No Man's Sky developer is now being investigated for false advertising.

A spokesperson for the Advertising Standards Authority (ASA) in the UK recently told EuroGamer that they have received several complaints about misleading No Man's Sky promotional material and that they have launched an investigation into the matter.

The publication notes that the ASA has the power to have advertisements that go against its code of conduct taken down and can even prevent them from resurfacing. Should an advertiser refuse to comply with an ASA ruling, it can impose sanctions like asking web search companies to remove offending paid-for search ads.

The ASA said that since the investigation is ongoing, they can't delve into the details. Over on Reddit, however, one of the alleged complainants has published details of a response received from the ASA with regard to a complaint about misleading trailers, screenshots and general game information posted on the game's Steam page (which means Valve has been dragged into the matter).

Areas the ASA is allegedly investigating include promotional videos and screenshots regarding user interface design, ship flying behavior, animal behavior, size of animals, large-scale space combat, flowing water and aiming systems, just to name a few. Even the quality of the game's graphics has been called into question.