Business Protection from Misleading Marketing Regulations 2008

  • Price: £3.60
  • Published: July 2017
  • Type: Business Information Factsheet
  • Format: PDF

The Business Protection from Misleading Marketing Regulations 2008 (BPRs) prevent traders from promoting their products or services in ways that are unfair to other traders.

Under the BPRs, two sorts of unfair promotional practices are prohibited:

  • Misleading business-to-business advertising.
  • Unfair 'comparative advertising', ie any advertising that makes unfair comparisons between a trader's own products or services and those of a business rival.

This factsheet explains what is meant by misleading advertising and comparative advertising, and gives examples of advertising that contravenes the BPRs. It explains how misleading claims are assessed and what sort of comparative advertising is allowed. It also outlines how traders can make sure their marketing complies with the BPRs. The factsheet also covers enforcement and the penalties for offences under the BPRs.

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