This is a useful law for B2B marketing teams. It matters when a business compares itself with competitors, claims market leadership, quotes performance numbers or makes aggressive statements in sales material. The question is whether the business customer is being given a misleading impression.
Main laws
United Kingdom Regulation
Business Protection from Misleading Marketing Regulations 2008
These Regulations deal with misleading business-to-business advertising and comparative advertising in the UK.
In forceUnited KingdomPlain-English guide4 practical checks
Plain-English explainers, not legal advice. Use the linked official source for section-level detail, and get advice for your situation.
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Quick read
- This is a useful law for B2B marketing teams.
- It matters when a business compares itself with competitors, claims market leadership, quotes performance numbers or makes aggressive statements in sales material.
Likely relevant if
- B2B suppliers
- SaaS and professional services firms
- Agencies preparing comparison campaigns
Check first
- Substantiate objective B2B advertising claims
- Use comparative advertising carefully and fairly
- Avoid misleading omissions in business-facing sales material
What this means in practice
Key points
- A comparison table should be dated, evidenced and limited to what was actually compared.
- Sales decks can be regulated marketing material.
- Claims about savings, speed or superiority need evidence before the campaign goes live.
When this law usually matters
Most businesses do not need to memorise the whole law. The useful starting point is to know when it is likely to affect a contract, customer journey, employee process, data flow or company decision.
Key points
- B2B suppliers
- SaaS and professional services firms
- Agencies preparing comparison campaigns
- Businesses using competitor names in marketing
What to check first
Sense check
- Substantiate objective B2B advertising claims
- Use comparative advertising carefully and fairly
- Avoid misleading omissions in business-facing sales material
- Keep approval records for high-risk claims
Documents and workflows to review
Key points
- B2B sales deck
- Comparison pages
- Case studies
- Marketing approval process
- Claim substantiation file