Guide
Comply with Trading Standards and Consumer Rights
Your legal obligations under the Consumer Rights Act 2015, Consumer Contracts Regulations, and trading standards law. Covers goods, services, digital content, distance selling, pricing, product safety, and weights and measures requirements.
Trading standards law protects consumers and ensures fair trading. Comply with the Consumer Rights Act 2015, Consumer Contracts Regulations 2013, and related legislation when selling goods, services, or digital content to consumers. Trading Standards (your local authority) enforces these laws and can prosecute serious breaches.
From 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 (DMCCA) significantly strengthens consumer protection. The Competition and Markets Authority (CMA) can now impose fines up to £300,000 or 10% of global turnover for breaches—without going to court.
Consumer Rights Act 2015: Core obligations
The Consumer Rights Act 2015 sets out your obligations when selling to consumers (individuals buying for personal use, not business purposes).
Goods must meet three standards
All goods you sell must be:
- Satisfactory quality: Free from defects, safe, and durable enough to last a reasonable time given the price and description
- Fit for purpose: Suitable for their intended use, including any specific purpose the consumer told you about
- As described: Match any description you gave in advertisements, on packaging, or verbally
These are statutory rights. You cannot use contract terms or notices to remove or restrict them. Any attempt is unenforceable and could trigger prosecution.
Services must meet professional standards
When providing services to consumers, you must:
- Use reasonable care and skill: Perform the service to the standard of a reasonably competent professional in your field
- Charge reasonable prices: If you did not agree a price upfront, any price you charge must be reasonable
- Complete within reasonable time: If you did not agree a timescale, complete within a reasonable time
If your service fails these standards, consumers can request repeat performance or a price reduction. They get a partial or full refund if you cannot fix the problem.
Digital content rights
The Consumer Rights Act 2015 grants specific rights for digital content (films, games, e-books, music downloads, apps, software).
Digital content must be:
- Of satisfactory quality
- Fit for purpose
- As described
If faulty digital content damages a consumer's device or other digital content, you may be liable for repair or compensation.
Consumer remedies: Critical timelines
The Consumer Rights Act gives consumers statutory remedies when goods or services fail to meet required standards. Know these key timelines:
- 30-day right to reject
- Within 30 days of delivery, consumers can reject faulty goods for a full refund. No repair or replacement required first.
- 6-month presumption
- If a fault appears within 6 months, it is presumed to have existed at purchase (unless you prove otherwise). Consumer can request repair or replacement.
- After 6 months
- Consumer must prove the fault existed at purchase. Still entitled to repair, replacement, or price reduction if repair or replacement fails.
- Refund processing
- Provide the refund within 14 days of agreeing the consumer is entitled to it.
- Time limit for claims
- Consumers have 6 years to claim (5 years in Scotland).
Consumer Contracts Regulations: Distance and off-premises sales
The Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013 apply when you sell:
- At a distance: Online, by phone, by mail order, through TV shopping
- Off-premises: At the consumer's home, workplace, or temporary venues (pop-up stalls, fairs)
These regulations give consumers a 14-day cooling-off period to cancel for any reason.
14-day cancellation right
When it starts:
- For goods: The day after the consumer receives them (or the last item if multiple goods)
- For services: The day after the contract was made
- For digital content: The day after the contract was made
Your obligations:
- Provide clear cancellation information before purchase
- Give a model cancellation form (consumers do not have to use it)
- Refund the consumer within 14 days of cancellation notification
- Refund using the same payment method (unless they agree otherwise)
Consumer's obligations:
- Return goods within 14 days of cancellation notification
- Pay return postage costs (unless you agreed to pay)
- Take reasonable care of the goods
Missing cancellation information: The cancellation period extends by 12 months (total 12 months and 14 days).
Exemptions from 14-day cancellation
The cooling-off period does NOT apply to:
- Personalized or customized goods
- Perishable goods (food, flowers)
- Sealed hygiene products once opened (cosmetics, underwear)
- Sealed audio/video recordings or software once unsealed
- Newspapers, magazines, or periodicals
- Services already fully performed (with consumer's consent)
- Digital content already downloaded (with consumer's consent)
- Urgent repairs or maintenance work
- Goods made to order
Even when exemptions apply, the Consumer Rights Act standards (satisfactory quality, fit for purpose, as described) still apply.
Online and distance selling: Pre-contract information requirements
Before consumers commit to a distance or off-premises purchase, you must provide:
- Business identity: Your name, geographic address (not just email), phone number
- Product information: Main characteristics of goods/services, price (including taxes), delivery costs
- Payment and delivery: Payment arrangements, delivery arrangements, when goods will be delivered
- Right to cancel: Clear information about the 14-day cancellation right, including the model cancellation form
- Cost of returns: Who pays for returning goods if the consumer cancels
- Digital content: Functionality and compatibility information
Digital Markets, Competition and Consumers Act 2024 additions
From 6 April 2025, you must also:
- Display total price upfront: "Drip pricing" (adding unavoidable fees late in the purchase journey) is prohibited and enforceable with CMA fines
- Subscription contracts: Clear information about renewal terms, how to cancel, and reminder notices before auto-renewal (coming Spring 2026)
Failure to provide required information:
- Extends cancellation period by 12 months
- Breaches consumer protection law (enforceable by CMA/Trading Standards)
- Can trigger fines up to £300,000 or 10% of global turnover
Enforced by:
- Trading Standards (local authority)
- Competition and Markets Authority (CMA) - enhanced powers from 6 April 2025
Penalties: Fines up to £300,000 or 10% of global turnover, plus reputational damage.
Pricing and advertising regulations
All price information and advertising must be clear, accurate, and not misleading. From 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 strengthens these rules.
Key pricing obligations
- Display prices including VAT: When selling to consumers, all displayed prices must include VAT
- No drip pricing: Display total price upfront, including all unavoidable fees (delivery, booking fees, payment surcharges). Do not add these late in the checkout process.
- Accurate price comparisons: 'Was £X, now £Y' claims must be honest and not misleading. You must justify pricing practices on a case-by-case basis. The CMA can investigate claims they consider misleading.
- Unit pricing: For many products, show price per standard unit (per kg, per litre) alongside the selling price
Advertising standards
The Advertising Standards Authority (ASA) enforces the CAP Code (Code of Non-Broadcast Advertising and Direct & Promotional Marketing). All advertising must be:
- Legal, decent, honest, truthful: Do not mislead consumers
- Substantiated: Hold evidence for any claims before publishing
- Clear about commercial relationships: Disclose paid partnerships, sponsored content, and influencer marketing using #ad or 'Advertisement'
Fake reviews prohibition (from 6 April 2025)
The Digital Markets, Competition and Consumers Act 2024 makes fake reviews a criminal offence. You cannot:
- Commission fake consumer reviews
- Pay for positive reviews
- Offer incentives for reviews without clear disclosure
- Impersonate consumers
- Selectively publish only positive reviews
Penalties: CMA can impose fines up to £300,000 or 10% of global turnover.
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Include VAT in consumer prices
Always display VAT-inclusive prices when selling to consumers. Show VAT-exclusive prices only when selling B2B.
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Display total price upfront
Include all unavoidable costs in the initial price display. No drip pricing of delivery fees, booking fees, or payment surcharges.
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Substantiate advertising claims
Hold documentary evidence for any claims you make in advertising before publishing. ASA or Trading Standards can request this evidence.
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Disclose commercial relationships
Use #ad or 'Advertisement' for paid content. Ensure influencers you work with do the same.
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Never use fake reviews
Do not commission, pay for, or incentivize fake reviews. Only publish genuine consumer feedback.
Product safety requirements
The General Product Safety Regulations 2005 require all products to be safe in normal or reasonably foreseeable use.
Your obligations
- Ensure products are safe: Through design, production oversight, and testing where appropriate
- Provide safety information: Clear labelling, warnings, and usage instructions
- Maintain technical documentation: Demonstrating compliance with safety standards
- Report safety incidents: Immediately inform manufacturers, suppliers, or Trading Standards if you become aware of risks
- Trace supplier origins: Maintain detailed records of product sources
- Initiate recalls: If discovered risks require consumer notification
Product Regulation and Metrology Act 2025
The Product Regulation and Metrology Act 2025 received Royal Assent on 21 July 2025. Secondary legislation will introduce requirements for online marketplaces to prevent unsafe products being sold through their platforms (expected 2026). This will create a level playing field with physical shops.
CE/UKCA marking
Businesses can continue using CE marking for products placed on the Great Britain market. The UKCA (UK Conformity Assessed) mark is also accepted. Check product-specific regulations for marking requirements.
Product recalls and reporting
If you become aware that a product you've sold is unsafe, you must:
Immediate actions
- Stop selling the product immediately
- Report to Trading Standards: Contact your local authority Trading Standards service
- Notify the manufacturer/importer
- Notify the Office for Product Safety and Standards (OPSS) for national-scope risks
Consumer notification
You must take reasonable steps to inform consumers who may have purchased the unsafe product:
- Website notices
- In-store signage
- Direct contact if you have customer records
- Social media announcements
- Press releases for widespread distribution
Recall procedures
- Explain the risk clearly: Why the product is unsafe
- Offer remedies: Full refund, repair, replacement
- Make return easy: Prepaid return labels, in-store returns
- Maintain records: Track how many products have been returned
Consequences of failing to report
If you knowingly continue selling unsafe products or fail to report safety incidents:
- Criminal prosecution by Trading Standards
- Unlimited fines
- Imprisonment in serious cases
- Civil liability if consumers are harmed
- Reputational damage
Enforced by:
- Local Authority Trading Standards (Great Britain)
- Environmental Health (Northern Ireland)
- Office for Product Safety and Standards (OPSS) for national-scope violations
Enforcement powers: Enter premises, inspect goods, seize products, issue notices, prosecute.
Weights and measures regulations
The Weights and Measures Act 1985 requires metric units for most transactions in England, Scotland, and Wales.
Metric requirements
Use metric measurements (grams, kilograms, millilitres, litres) when selling:
- Packaged goods
- Loose goods
Limited exceptions:
- Draught beer or cider (pints)
- Milk in returnable containers (pints)
- Precious metals (troy ounces)
You can display imperial measurements alongside metric, but the metric measurement must be equally or more prominent.
Pre-packed goods: Labelling requirements
A 'package' is a product sealed before the purchaser is present, where the quantity cannot be altered without opening the packaging.
Packages between 5g–25kg (or 5ml–25 litres) must be labelled with:
- Nominal quantity: The weight or volume in metric units
- Correct font size: Prescribed minimum heights (e.g., 4mm for 500g pack)
- Permanent marking: Clearly visible and durable
Imperial measurements can accompany metric but must not be more prominent.
The Three Packers' Rules
If you pack products to an average weight (rather than minimum weight), check random samples meet all three rules:
- Average rule: The average contents must not be less than the weight on the label
- Tolerable Negative Error (TNE): Only a small number of packages can fall below the TNE margin
- Double TNE rule: No package can be underweight by more than twice the TNE
Record keeping: Maintain records of checks for at least one year. Use non-domestic weighing equipment calibrated for trade use.
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Use metric units
Display weights in grams/kilograms and volumes in millilitres/litres (England, Scotland, Wales).
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Label pre-packed goods correctly
Show nominal quantity in correct font size. Ensure marking is permanent and clearly visible.
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Implement the Three Packers' Rules
If packing to average weight, test random samples regularly. Maintain records for one year.
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Use calibrated equipment
Use non-domestic weighing equipment suitable for trade use. Arrange regular calibration checks.
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Contact Trading Standards for advice
Your local authority can provide tailored guidance. Consider a Primary Authority partnership for assured advice.
Enforcement and penalties
Trading Standards (your local authority) enforces consumer protection law. From 6 April 2025, the Competition and Markets Authority (CMA) has enhanced enforcement powers under the Digital Markets, Competition and Consumers Act 2024.
Enforcement powers
Trading Standards can:
- Conduct test purchases
- Enter and inspect premises
- Examine and test products
- Seize goods and documents
- Issue enforcement notices
- Prosecute criminal offences
CMA can (from 6 April 2025):
- Investigate consumer law breaches without going to court
- Impose fines up to £300,000 or 10% of global turnover
- Issue enforcement orders
- Require businesses to change practices
- Consumer Rights Act breach
- Unlimited fines; criminal prosecution for persistent breaches
- Consumer Contracts Regulations breach
- CMA fines up to £300,000 or 10% of global turnover (from 6 April 2025). Trading Standards can prosecute as criminal offences.
- Misleading advertising
- Fines; imprisonment up to 2 years for serious breaches
- Fake reviews (from 6 April 2025)
- CMA fines up to £300,000 or 10% of global turnover
- Product safety breach
- Unlimited fines; imprisonment; product seizure
- Weights and measures breach
- Unlimited fines; imprisonment up to 6 months; or both
Alternative Dispute Resolution (ADR)
Some sectors must belong to an Alternative Dispute Resolution (ADR) scheme—an approved ombudsman service that resolves consumer complaints.
Mandatory ADR membership for:
- Estate agents
- Lettings agents
- Energy suppliers
- Financial services
Voluntary but recommended for: All other sectors. ADR provides low-cost dispute resolution and demonstrates commitment to fair trading.
Approved schemes include:
- The Retail Ombudsman
- Furniture and Home Improvement Ombudsman
- Ombudsman Services
- CEDR (Centre for Effective Dispute Resolution)
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Review your returns policy
Ensure it complies with Consumer Rights Act and does not restrict statutory rights. Display it clearly.
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Train staff on consumer rights
All customer-facing staff must understand 30-day rejection, 6-month repair rights, and 14-day cooling-off period.
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Implement compliant pre-contract information
For distance and off-premises sales, provide all required information before purchase.
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Check pricing practices
Include VAT, display total price upfront, ensure comparison claims are accurate.
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Establish product safety procedures
Know how to report safety incidents and conduct recalls if needed.
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Consider an ADR scheme
Voluntary membership in an ombudsman scheme resolves disputes efficiently.
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Consider Primary Authority partnership
Contact Trading Standards for tailored, assured compliance advice.
Digital content and online marketplace obligations
Tech businesses have specific obligations for digital content sales and online marketplace operations.
Digital content requirements
- Functionality information: Before purchase, clearly describe what the digital content does and its key features
- Compatibility information: Specify hardware and software requirements, operating system compatibility
- Interoperability: Explain how it works with other hardware and software
- Technical protection measures: Disclose any copy-protection or DRM
Software-as-a-Service (SaaS) specific
- Service levels: Meet any promised uptime or performance standards (reasonable care and skill requirement)
- Data portability: Under UK GDPR, provide mechanisms for customers to export their data
- Subscription terms (from Spring 2026): Clear information about renewal, how to cancel, reminder notices before auto-renewal
Online marketplace obligations (secondary legislation expected 2026)
The Product Regulation and Metrology Act 2025 (Royal Assent 21 July 2025) enables requirements for online marketplaces to:
- Prevent unsafe products being sold through the platform
- Ensure sellers comply with product safety obligations
- Verify seller information
- Respond to safety reports
- Cooperate with Trading Standards and OPSS
Secondary legislation setting detailed requirements is expected from 2026.
Enforced by:
- Competition and Markets Authority (CMA)
- Trading Standards
- Office for Product Safety and Standards (OPSS) for marketplace safety requirements
Enhanced CMA powers from 6 April 2025 include fines up to £300,000 or 10% of global turnover.