Marketing Under Consumer Law – Why Every Word Matters

Marketing is often where businesses unintentionally fall foul of consumer law. The rules don’t just prohibit statements that are outright false; they also capture anything that could mislead the average consumer. This includes the way information is presented, the impression it creates, and even what is left unsaid. As a result, claims that feel like standard marketing language, such as “best value”, “limited time offer”, or “guaranteed results” can create legal risk if they cannot be properly justified or if they give a misleading impression overall.

The Competition and Markets Authority (CMA) continue to prioritise transparency and has made it clear that consumers should be able to make informed decisions without having to search for key details. This means businesses need to be upfront about pricing, clear about what is included, and careful not to create false urgency or overstate benefits. Even something as simple as how a discount is presented or how reviews are displayed can fall within scope if it distorts the consumer’s understanding.

A key point that is often overlooked is that omissions can be just as problematic as misleading statements. If a piece of information would influence a consumer’s decision, it must be clearly communicated. Hiding important details in small print or separating them from the main message is unlikely to be sufficient. Ultimately, compliant marketing is about ensuring that your messaging is not only persuasive, but also accurate, balanced, and capable of standing up to scrutiny.

If you’re unsure whether your marketing crosses the line, we can review your content and provide clear, commercially focused guidance.