New consumer protection regulations will impose a general duty not to trade unfairly and prohibit misleading practices - including misleading by omitting information.
Only draft regulations have been seen so far. They are due to be published in their final form in November.
But the regulations will:
The regulations will be backed by criminal sanctions, but also allow civil enforcement - involving court orders - by the Office of Fair Trading and Trading Standards officers.
Both bodies will have investigative powers, allowing them to enter premises and access records, and be able to seek enforcement orders.
Any breach of an order could lead to up to two years imprisonment.
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