Price claims and price promises
Price claims and price promises

The following Commercial guidance note provides comprehensive and up to date legal information covering:

  • Price claims and price promises
  • Regulation of price claims and promises
  • What is misleading advertising?
  • Relevant legislation and self-regulatory codes
  • Business Protection from Misleading Marketing Regulations 2008
  • Sanctions for non-compliance

Regulation of price claims and promises

This Practice Note summarises the key issues to consider when indicating prices and making price promises and other price claims in the UK, including price guarantees, lowest price claims and discount offers and how to avoid misleading price advertising. This Practice Note covers the relevant legislation including the Consumer Protection from Unfair Trading Regulations 2008 SI 2008/1277 and self-regulatory codes including the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing in relation to price claims and price promises and the sanctions for non-compliance.

What is misleading advertising?

A misleading advertisement is an advertisement which deceives or is likely to deceive the persons to whom it is addressed or whom it reaches, and which is likely to affect their economic behaviour. An advertisement can be misleading for a number of reasons such as, for example, if it contains a false statement of fact, conceals or leaves out important facts or promises to do something which the advertiser has no intention of carrying out. Advertisements can be misleading for many reasons, but it is particularly easy to mislead when dealing with price claims and price promises.

Relevant legislation and self-regulatory codes

CAP Code

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. (CAP Code) is laid down by