United Kingdom

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The Consumer Protection from Unfair Trading Regulations 2008 (SI 2008/1277)

Reg 13(4) In determining how to comply with its duty of enforcement every enforcement authority shall have regard to the desirability of encouraging control of advertising which is misleading under regulation 3 and comparative advertising which is not permitted under regulation 4 by such established means as it considers appropriate having regard to all the circumstances of the particular case.

The Business Protection from Misleading Marketing Regulations 2008 (SI 2008/1276)

Regs 13(1) It shall be the duty of every enforcement authority to enforce these Regulations.