Advertisers have an obligation to provide reliable, accurate information about their products under European Union rules. According to the European Consumer Guide to the Single Market: "Advertising may be considered misleading in regard to both the content and presentation of its message".

Consumers purchasing items in the EU may be considered victims of misleading advertising if the advertiser makes partially or completely incorrect claims concerning:

the characteristics or availability of goods and services;

the price or quantity of goods;

the manner and date of manufacture or supply;

the geographical or commercial origin of the product or service;

the expected results or the results of tests performed on a product or service;

the conditions applicable to the delivery of products or the supply of services;

the identity or qualifications of the advertisers.

Once a consumer says that he/she has been misled by information in advertising, the onus is on the advertiser to prove that the information is correct.