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Avoid
clashes with the Trading Standards Office |
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It is too
easy to breach the regulations that protect consumers, when putting together
an advert.
Here are some Do's and Don'ts:
Do keep the content of your adverts within the bounds of common
decency and good taste.
Do give honest and accurate descriptions of the services or products
you advertise.
Do always state your selling price. For most traders this will
be the all-inclusive, VAT selling price. For a product you sell at £117.50,
disclosing the price in your advert as "£117.50" is quite
acceptable. Adding "(£100+VAT)" is sensible if your customers
are VAT registered themselves. Just displaying "£100+VAT"
is technically in breach of the regulations.
Don't state any facts, statistics or derived calculations in
your adverts, unless you can validate them. Misrepresentation is a criminal
offence, and advertisers are regularly prosecuted for breaches.
Don't claim to supply any Crown or govermental department unless
you do so, and have obtained their permission to disclose the fact in
your advertisement or promotional material.
Further Information: Trading
Standards Office
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