NCA publishes guidelines on advertising and price promotions for retail sector
14 September 2009
The National Consumer Agency today published guidelines for the retail sector relating to the advertising of price promotions and other related matters.
The guidelines are intended to facilitate the retail sector in complying with the requirements of the Consumer Protection Act 2007 in relation to a variety of misleading practices.
The guidelines will:
- Help traders to better appreciate their obligations to provide unambiguous information to consumers
- Give clarity on certain aspects of the Act and
- Provide a basis for a fairer and more evenly balanced approach towards advertising throughout the sector
The purpose of the guidelines is to clarify and interpret the provisions of the Act insofar as they relate to the marketing and promotion of goods. The NCA also intends producing guidelines on a number of other areas including the Sale of Goods legislation and the marketing and promotion of services.
John Shine, the NCA's Director of Commercial Practices, said: "The guidelines are intended to ensure that consumers are dealt with fairly by traders and that advertisements and promotions are not misleading.
"I urge all traders to read this document carefully. It is important that all sections of the retail sector buy into these guidelines to ensure that they fully meet their obligations to consumers."
The NCA drew up draft guidelines last year in line with the provisions of Section 90 of the Consumer Protection Act, which was followed by a public consultation phase where retailers were invited to make submissions.
The NCA believes that these guidelines will assist in promoting and maintaining high standards of good business behaviour that will benefit consumers and business alike.
While the guidelines are not legally binding, they have, nevertheless, a recognised status under the Act, as they may be admitted as evidence in court proceedings.
Learn more
Read the full version of the guidelines online, or download a print-friendly version (MS Word, 310KB)