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Misleading Advertising
An advertisement is misleading if it deceives or is likely to deceive those to whom it is addressed and as a result is likely to affect their economic behaviour or is likely to injure a competitor of the advertiser.
Regulations control misleading advertisements and give Trading standards the power to seek injunctions if traders persist in publishing misleading advertisements.
The following link takes you to information provided by the Office of Fair Trading which also outlines the role of Trading Standards.
http://www.oft.gov.uk/advice_and_resources/publications/guidance/general/oft022
The Advertising Standards Authority can also provide information at;