We often reference EU consumer and advertising rules, as well as sector-specific frameworks. The specific obligations depend on the product category, claim type, and Member State implementation.

We often reference (non-exhaustive):

• Unfair Commercial Practices Directive (2005/29/EC) (misleading actions/omissions; practices that prevent informed consumer choice).
• Misleading and Comparative Advertising Directive (2006/114/EC) (misleading advertising framework; comparative advertising conditions).
• Consumer Rights Directive (2011/83/EU) and Omnibus Directive (EU) 2019/2161 (online marketplace transparency and modernised consumer protections).
• Nutrition & Health Claims Regulation (EC) 1924/2006 and the EU Register of authorised/non-authorised health claims (where food/supplement marketing uses health-style claims).
• Food Information to Consumers Regulation (EU) 1169/2011 (food information should not mislead; rules relevant to implied properties/benefits).
• Medicinal Products Directive (2001/83/EC) (controls on advertising of medicinal products; boundary issues where foods/supplements are marketed like medicines).
• General Product Safety Regulation (EU) 2023/988 and Digital Services Act (EU) 2022/2065 (duties relevant to online marketplaces/intermediaries and handling illegal content/products).
• Food Supplements Directive (2002/46/EC) (baseline framing for supplements as foods, distinct from medicinal products).

Typically:

• Core information: URLs, timestamps, page captures (screenshots or snapshots), and/or the relevant text or claim context needed to assess what a consumer would see.
• Why we believe it is illegal.
• After the report, we continue to monitor communications and track instances of (non)compliance.

Misleading advertising and unlawful product claims undermine consumer trust and can cause genuine real-world harm. Consumer law is designed to help consumers make informed choices and deter practices that prevent them from doing so. In reality, consumers cannot feasibly verify every claim, ingredient, or implied benefit before making a purchase. When sellers frequently make unverified claims, the cost of checking (“verification burden”) is unfairly shifted onto consumers, hindering their ability to make an informed choice.

We exist to protect consumers against these practices.

Our default workflow is to notify the organisation first and document the outcome. We may also submit evidence to relevant official authorities and/or regulators.

We monitor public consumer-facing pages and listings.

You can provide us with a dedicated compliance contact so our notices reliably reach the right team.

Please reply to us with your rationale and supporting evidence, if appropriate.

Generally, ads which are illegal but are still being shown to consumers. Examples may include, but are not limited to, ads or pages which contain:

• unsupported slimming or purported “detox” claims,
• claims that a food prevents, treats, or cures disease,
• health claims that do not appear authorised or are used outside their conditions,
• and product pages that omit material information consumers need to make an informed decision.

No. We do not offer legal advice.