Any promotional activities must be carried out in accordance with the Consumer Protection from Unfair Trading Regulations and alongside two advertising codes of practice: the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).
All marketing and advertising materials must be an accurate description of the product or service it is selling, and it must be legal, decent, truthful, honest and socially responsible.
As well as these criteria, the two advertising codes of practice ensure any promotion is legal while some specific products and services including food, alcohol, tobacco and environmentally-friendly products have enhanced requirements.
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