Nearly every business advertises at some point - whether in newspapers or magazines, in brochures, leaflets and mailings, on the internet or even through face to face oral representations. However you advertise, the claims you make must comply with certain regulations.
Two codes of practice, drawn up by the committees of advertising practice, cover broadcast and non-broadcast advertising. The codes of practice are enforced mainly by the Advertising Standards Authority, and the laws on advertising co-enforced by Local Authority Trading Standards Services and OFT. Adverts on TV and radio are regulated by the Office of Communications (Ofcom).
OFT's role in relation to advertising is to support and reinforce what the above organisations do. We intervene when we are best placed to act, or when an effective resolution, against advertising that harms consumers or other businesses by being misleading or making unfair comparisons, can not be achieved elsewhere.
If your business advertises goods or services to other businesses, or if in your advertisements to businesses or consumers you make comparisons that identify a competitor, or products offered by a competitor, you must also comply with the Business Protection from Misleading Marketing Regulations 2008. These regulations cover a broader range of advertisements then the codes of practice drawn up by the committees of advertising practice, such as oral representations and descriptions on packaging.
Back to: Treating customers fairly
This feature requires Javascript and Cookies to be enabled on your browser
Register for email alerts or amend your existing account details here.