Fair trading, trade descriptions and Trading Standards
Describing your products and services
Any description of goods that you sell or hire must be accurate.
That description could be:
- in writing - eg in an advertisement
- in an illustration - eg on packaging
- spoken - eg in a sales pitch
The description itself covers a range of factors, including:
- quantity and size
- composition
- method, place and date of manufacture
- fitness for stated purpose
- endorsements by people or organisations
The Consumer Protection from Unfair Trading Regulations have replaced most of the Trade Descriptions Act. These rules make it an offence to mislead consumers about goods and services. Misleading practices could include:
- untruthful advertising
- leaving out important information
- deceptive after-sales information
An advert is misleading if it deceives or is likely to deceive its audience and affect their decision on whether or not to buy. This also applies if it unfairly harms - or is likely to harm - a competitor of the organisation placing the advertisement.