A Guide to the Business Protection from Misleading Marketing Regulations 2008

  • Price: £3.60
  • Published: December 2014
  • Type: Business Information Factsheet
  • Format: PDF

The Business Protection from Misleading Marketing Regulations 2008 (BPRs) prevent firms from promoting their products or services in ways that are unfair to other traders. There are two ways that a business might engage in promotional practices that are unfair to other traders:

  • It might attempt to sell products or services to other traders by advertising them in a misleading way.
  • It might make unfair comparisons between its own products or services and those of a rival business.

The BPRs prohibit misleading business-to-business advertising and set the rules for comparative advertising to both traders and consumers.

This factsheet explains what is meant by misleading advertising and comparative advertising, and gives examples of advertising that contravene the BPRs. It explains how misleading claims are assessed and outlines how business owners 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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