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 01 July 2007
Confident Consumers - A Fair Deal creating Prosperity & Success for All
 
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Misleading Prices

The Consumer Protection Act 1987 makes it a criminal offence to give consumers a misleading price indication about goods, services, accommodation (including the sale of new homes) or facilities.

It applies however you give the price indication - whether in a TV or press advertisement, in a catalogue or leaflet, on notices, price tickets or shelf-edge marking in stores, or if you give it orally, for example on the telephone. The term "price indication" includes price comparisons as well as indications of a single price.

Following a consultation, in October 2005 the DTI published a revised Code of Practice for Traders. The new guidelines have been updated to cover new ways of trading including the Internet and factory outlets.

Contact DTI on policy issues only. The DTI does not deal with individual consumer enquiries or complaints. If you have an enquiry or are a business that needs advice please contact Consumer Direct at: www.consumerdirect.gov.uk (Tel: 08454 04 05 06). Consumers in Northern Ireland should contact Consumer Line on 0845 600 6262.

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