Article 7 — Misleading omissions
Unfair Commercial Practices Directive, Directive 2005/29/EC
What does UCPD Article 7 say?
Short answer, straight from the official text
1. A commercial practice shall be regarded as misleading if, in its factual context, taking account of all its features and circumstances and the limitations of the communication medium, it omits material information that the average consumer needs, according to the context, to take an informed transactional decision and …
Source: Unfair Commercial Practices Directive, Directive 2005/29/EC, read 2026-10-13.
| In the act | EU 2005/29 |
| CELEX | 32005L0029 |
| Read on | 2026-10-13 |
Official text
Read from the EU Publications Office for this CELEX number. The wording stands as published; nothing here is rewritten or summarised.
Jump to a point: Point 1 · Point 2 · Point 3 · Point 4 · Point 5
1. A commercial practice shall be regarded as misleading if, in its factual context, taking account of all its features and circumstances and the limitations of the communication medium, it omits material information that the average consumer needs, according to the context, to take an informed transactional decision and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.
2. It shall also be regarded as a misleading omission when, taking account of the matters described in paragraph 1, a trader hides or provides in an unclear, unintelligible, ambiguous or untimely manner such material information as referred to in that paragraph or fails to identify the commercial intent of the commercial practice if not already apparent from the context, and where, in either case, this causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.
3. Where the medium used to communicate the commercial practice imposes limitations of space or time, these limitations and any measures taken by the trader to make the information available to consumers by other means shall be taken into account in deciding whether information has been omitted.
4. In the case of an invitation to purchase, the following information shall be regarded as material, if not already apparent from the context:
(a) the main characteristics of the product, to an extent appropriate to the medium and the product;
The article continues in the official text.
Who does this apply to
The register names five roles. Open a role to see the duties this act places on it, each row with its article and its source.
Does this apply to us?
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The text is quoted from the official source and is not legal advice. A national court reads the language version that binds in its jurisdiction.
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