Marketing and advertising: the law

4. Describing your product

You must describe your product accurately. This means if you make a claim about your product, you must be able to prove what you say.

Prices

Your adverts must describe the actual cost accurately, including any ongoing or associated costs (like subscription fees) and taxes (such as VAT).

Example A customer pays £50 a product, without being told the price doesn’t include VAT. This was not explained in the advert, so the advert is misleading.