General, HP, Stregthening our economy, Surrey County Council, Trading Standards

Trading standards lands key role protecting consumers from misleading advertising

Surrey’s trading standards team – jointly run with Buckinghamshire – has been awarded a contract to help protect consumers and businesses from misleading print and other non-broadcast advertising.

The service has been appointed by National Trading Standards to provide enforcement services to the Advertising Standards Authority (ASA).

It means the ASA will now refer businesses and individuals who refuse to comply voluntarily and continue to break the rules on misleading non-broadcast advertising to Buckinghamshire and Surrey Trading Standards, who can consider their range of legal powers to bring them into line.

National Trading Standards will provide funding for Buckinghamshire and Surrey to deliver the so-called legal backstop on its behalf. More information can be found here.

Awarding the three-year contract, the ASA said Buckinghamshire and Surrey Trading Standards had “demonstrated an excellent understanding of the advertising regulatory landscape and the importance of an effective statutory enforcement power to underpin our work.”

Denise Turner-Stewart, Surrey County Council’s Cabinet Member for Community Safety, Fire and Resilience, said: “The award of this contract is testament to the hard work and professionalism of our trading standards team and I’d like to congratulate them on the achievement. It’s another example of how our partnership with Buckinghamshire is strengthening the service and how the expertise of the team will benefit residents.”


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