Advice for Consumers - Misleading Adverts
Information about misleading advertisements and how you can protect yourself and who you can contact to take action to stop misleading advertisements.
Advice and support for consumers in Solihull is now provided by Consumer Direct.
Consumer Direct is a telephone and online consumer advice service, which is supported by local authorities in The West Midlands and by Government.
Consumer Direct works in partnership with Local Authority Trading Standards Advice Services offering first level advice and information on a wide range of consumer issues. More complex problems, or complaints requiring further investigation or assistance are referred to Trading Standards or other advice services
To speak to a Consumer Direct adviser, please call 08454 04 05 06. Opening hours are 8.00 a.m. and 6.30p.m. Monday - Friday or 9.00a.m. to 1p.m. on Saturdays. (Minicom users should call on 08451 28 13 84). To e-mail Consumer Direct, please Contact us via the Consumer Direct website.
A wide range of consumer information and advice is also available online from the Consumer Direct website at http://www.consumerdirect.gov.uk/
Misleading advertisers make false promises about what their products can do, or conceal or leave out important facts, creating a false impression. Often they target the most vulnerable members of our society, using wild claims to sell their products.
The Office of Fair Trading, the Advertising Standards Authority and your local trading standards service all have specific roles to play in stopping misleading advertisements.
If you think an advert is misleading you should first of all contact us.
How can you protect yourself
- being wary of products or treatments that are advertised as a quick and effective cure-all for a wide range of ailments
- being cautious of testimonials claiming amazing results
- watching out for advertisers who use phrases such as 'overnight transformation', 'miraculous cure', and 'secret ingredient'
- consulting your pharmacist or other health professional before you buy
- complaining to your local trading standards service or the Advertising Standards Authority (ASA) about advertisements which you believe could be misleading
Complaints about health, beauty, and slimming products are high. A worldwide sweep of the internet earlier this year found over 1000 web sites advertising health, beauty, and slimming products which were potentially misleading. The amount spent on for slimming products alone was estimated to be worth £5.2 billion in 2001 and is forecast to reach £6.6 billion by 2006.
Consumers requiring further help or advice relating to 'miracle cure' health, beauty and slimming products, can visit the following websites.
- British Dietetic Association For important advice on diet and health visit the British Dietetic Association web site. The BDA runs Weight Wise, a three year nutrition campaign to increase awareness of the benefits of a balanced and varied diet in achieving and maintaining a healthy weight.
- Food Standards Agency The Food Standards Agency has expert advice on diet and exercise.
- Office of Fair Trading The Office of Fair Trading enforce the Control of Misleading Advertisements Regulations and can take action by means of a court injunction to stop misleading advertisements
- Advertising Standards Authority The Advertising Standards Authority is the independent, self-regulatory body for non-broadcast advertisements in the UK, this included newspapers, magazines, cinema and billboard advertising.
- Ofcom The Office of Communications regulate TV and radio advertisements
Contact Details
Consumer Advice and Information in Solihull, is now provided by our partners at Consumer Direct West Midlands. Consumer Direct is a telephone and online consumer advice service, which is supported by local authorities (Trading Standards) and Central Government. If you do need support or assistance from Trading Standards, you will of course be referred to them by Consumer Direct.