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GLOSSARY

Misleading definition

What does Misleading mean?

The Trade Descriptions Act 1968 (TDA 1968), s 3(2) provides that a trade description which, though not false, is misleading in that it is likely to be taken as an indication of such of the matters specified in TDA 1968, s 2 and, as such an indication, would be false to a material degree, shall be deemed to be a false trade description.

What distinguishes a 'normal' false trade description, ie one caught by TDA 1968, s 3(1) as being false to a material degree, from one which, though not false is caught by TDA 1968, s 3(2), has been judicially explained in the following terms. The distinction may be between an indication which tells a lie about itself and one which, whilst accurate on its face, misleads by its associations in the mind of the consumer.

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