This Practice Note summarises the law, guidance and practice relating to the Business Protection from Misleading Marketing Regulations 2008, SI 2008/1276 (BPR 2008), which regulate business-to-business (B2B) advertising in the UK. It explains misleading advertising, comparative advertising, and the offences and due diligence defence within the context of BPR 2008. For detailed information on the rules applicable to comparative advertising, see Practice Note: Comparative advertising. Background BPR 2008 came into force on 26 May 2008, implementing Directive 2006/114/EC, the EU Misleading and Comparative Advertising Directive into UK law. BPR 2008 focus on B2B behaviours. They prohibit misleading B2B advertising and specify the conditions that comparative advertising must satisfy to be lawful. At the same time as BPR 2008, the Consumer Protection from Unfair Trading Regulations 2008, SI 2008/1277 (CPUTR 2008) came into force, implementing Directive 2005/29/EC, the EU Unfair Commercial Practices Directive (EU UCPD) into UK law. CPUTR 2008 protected consumers from unfair trading by prohibiting certain unfair practices until 6 April 2025, when it was revoked and replaced by the provisions of Part 4, Chapter 1 of