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Misleading actions offences under the Digital Markets, Competition and Consumers Act 2024: strict liability, elements, deceptive presentation of true information, comparative advertising, defences and sentencing

Practice notes
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Misleading actions under DMCCA 2024

From 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024) repealed and superseded the consumer protection framework in the Consumer Protection from Unfair Trading Regulations 2008 (CPUTR 2008), SI 2008/1277. This Practice Note addresses the offence of participating in a commercial practice that amounts to a misleading action under DMCCA 2024. Although the provisions for this offence broadly reflect those in CPUTR 2008, SI 2008/1277, the position has been clarified so that a misleading presentation of accurate information may still amount to a misleading action. For further examination of unfair commercial practices under DMCCA 2024, see News Analysis: The new law relating to unfair commercial practices. Note that CPUTR 2008, SI 2008/1277 continues to apply to conduct that took place before DMCCA 2024 commenced. For guidance on misleading actions under the earlier regime, see Practice Note: Misleading actions under the Consumer Protection from Unfair Trading Regulations 2008 [Archived]. For background on the development of DMCCA 2024 and a summary of the principal changes introduced by the Act, see Practice Note: Consumer protection from unfair trading under the Digital Markets, Competition and Consumers Act 2024...

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Web page updated on 22/05/2026

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