United Kingdom

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

Reg 2(6) Reg 2(5) is without prejudice to the common and legitimate advertising practice of making exaggerated statements which are not meant to be taken literally.

Reg 2(5) In determining the effect of a commercial practice on the average consumer-- (a) where a clearly identifiable group of consumers is particularly vulnerable to the practice or the underlying product because of their mental or physical infirmity, age or credulity in a way which the trader could reasonably be expected to foresee, and (b) where the practice is likely to materially distort the economic behaviour only of that group, a reference to the average consumer shall be read as referring to the average member of that group.