United Kingdom

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

Reg 5(2)(a) A commercial practice satisfies the conditions of this Regulation-- (a) if it contains false information and is therefore untruthful in relation to any of the matters in Regulation 5(4) or if it or its overall presentation in any way deceives or is likely to deceive the average con-sumer in relation to any of the matters in that paragraph, even if the information is factually correct; and

Reg 5(2)(b) A commercial practice satisfies the conditions of this Regulation-- (b) it causes or is likely to cause the average consumer to take a transactional decision he would not have taken otherwise.