Understanding consumer rights law for traders

If you sell goods, services, or digital content to consumers, you must comply with the Consumer Rights Act 2015. This is the main law protecting consumers in the UK.

This journey takes you through the key obligations in order: what quality standards apply, what happens when things go wrong, distance selling rules, unfair contract terms, and enforcement. By the end, you will understand your core legal duties.

1. Quality standards your goods must meet

Every product you sell to a consumer must meet three statutory standards. These are implied into every contract and you cannot exclude them by any term, notice, or disclaimer.

Under the Consumer Rights Act 2015, every contract to supply goods to a consumer includes implied statutory terms about quality. These terms cannot be excluded or limited by the trader.

Satisfactory quality (s.9): Goods must meet the standard a reasonable person would consider satisfactory, considering description, price, and all relevant circumstances
Fitness for purpose (s.10): Goods must be reasonably fit for any particular purpose made known to the trader before purchase
As described (s.11): Goods must match any description given by the trader, including pre-contract information
Match sample (s.13): Goods must match any sample shown, and be free from defects not apparent on reasonable examination
Match model (s.14): Goods must match any model examined before purchase, except for disclosed differences
Installation (s.15): Incorrect installation by the trader constitutes non-conformity if installation is part of the contract
Right to supply (s.17): Trader must have authority to sell, goods must be free from undisclosed charges, and consumer entitled to quiet possession

Five aspects of satisfactory quality

The Act specifies five aspects that determine whether goods are of satisfactory quality:

Fitness for usual purposes - goods must work for all common uses
Appearance and finish - visual and tactile qualities must meet expectations
Freedom from minor defects - no small flaws a reasonable consumer would notice
Safety - goods must be safe for normal use
Durability - goods must remain functional for a reasonable period

Exceptions to satisfactory quality

The satisfactory quality requirement does not apply to defects:

Specifically drawn to the consumer's attention before the contract
That an examination ought to have revealed (if the consumer examined the goods)
In sample contracts, that would be apparent on reasonable examination of the sample

Consumer rights compliance for traders

Full guide to your obligations under the Consumer Rights Act 2015 for goods, services, and digital content

Consumer rights compliance for service providers

Specific guide for tradespersons, professionals, and service businesses covering reasonable care, remedies, and what you cannot exclude

3. What happens when goods are faulty

When goods do not meet the statutory standards, consumers have a structured three-tier remedy system. Understanding this system is essential for handling complaints correctly and avoiding enforcement action.

Tier 1 - Short-term right to reject: Within 30 days of delivery, consumer can reject goods and receive full refund
Tier 2 - Right to repair or replacement: After 30 days, consumer can request repair or replacement at trader's cost
Tier 3 - Final right to reject OR price reduction: After one failed repair/replacement, consumer can reject or claim price reduction

Accepting returns and giving refunds (opens in a new tab)

Handle consumer complaints about faulty goods

Step-by-step guide for staff handling faulty goods complaints using the tiered remedy system

Distance and off-premises selling requirements

14-day cancellation right, pre-contract information, refund obligations, and exemptions for distance sellers

Avoiding unfair terms in consumer contracts

Guide to the grey list of potentially unfair terms, transparency requirements, and how to write compliant contracts

6. Enforcement and penalties

Consumer law is enforced by Trading Standards and the CMA. From April 2025, the CMA can impose fines up to 10% of global turnover without going to court. Understanding the enforcement landscape helps you prioritise compliance.

Consumer protection law is enforced by Trading Standards (local authority) and the Competition and Markets Authority (CMA). From 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 significantly expands CMA enforcement powers.

CMA direct fining power (from 6 April 2025): Fines up to 10% of worldwide annual turnover, or £300,000 (whichever is higher), without needing a court order
CMA daily penalties: Up to 5% of daily worldwide turnover for each day of non-compliance with a CMA direction
CMA enhanced consumer measures: Power to require compensation for affected consumers, compliance programmes, and choice measures
Trading Standards prosecution: Criminal prosecution for persistent or serious breaches under the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 (which replaced the Consumer Protection from Unfair Trading Regulations 2008 from 6 April 2025)
Trading Standards civil enforcement: Application for enforcement orders through the courts
Individual consumer claims: Consumers can bring claims in county court (or sheriff court in Scotland) for breach of statutory rights
Small claims limit: £10,000 (England and Wales), £5,000 (Scotland), £3,000 (Northern Ireland)
ADR schemes: Consumers may use approved Alternative Dispute Resolution schemes where available
Limitation period: 6 years from breach (England, Wales, NI) or 5 years from when consumer became aware (Scotland)

Prepare for CMA enforcement action

What triggers enforcement, what to expect, and how to respond to CMA or Trading Standards investigation

Understanding consumer rights law for traders