The Trade Descriptions Act
Descriptions Act 1968 makes it an offence for a store to sell or advertise goods or services with a false or misleading statements. The Act carries criminal penalties and is enforced by local authorities' such as Trading Standards Officers. Trading standards will investigate any suspicious products or services that have been advertised or promoted as being something, and doesn't meet the expectations of the customers. On many occasions businesses are investigated by trading standards officers after gaining tip offs from the consumer.