Essay
Unit 3 - P2
- Institution
- PEARSON (PEARSON)
describe the limitations and constraints of marketing
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Businesses, in order to ensure that they are conducting their marketing practices in theconstraints of law, the European Union has strengthened the consumer protection laws,
each business needs to comply to the laws in order to conduct ethical and legal business
practices. These laws include;
● Sale of Goods Act 1979
● Consumer Protection from Unfair Trading Regulations 2008
● Consumer Credits Acts 1974 and 2006
● Consumer Protection (Distance Selling) Regulations 2000
● Data Protection Act of 1998
● Voluntary codes of advertising practise
● Pressure Groups
● Consumerism
● Acceptable Language
Sale of Goods Act 1979
The Sales of Goods Act affects the businesses marketing activities as they have to en-
sure practices are conducted within the constraints of the law and that their products
should be advertised exactly as they are. The product must match the description and
claims that the company stated it would. Companies can not falsely market their products,
such that Apple cannot advertise their phones to have a 25-hour battery life if the phones
when being used only last around 18 hours. This protects the customer to ensure that
they are paying for a product that will do what it says it will.
Consumer Protection from Unfair Trading Regulations 2008
The Consumer Protection Act protects customers from all unfair treatment and dishonesty
given by the seller. It enables that customers are treated fairly. This is meant for busi-
nesses to practise customer service to ensure that they meet professional skills which are
expected from a seller. The Act also includes that businesses cannot use aggression or
other dishonest practices such as using misleading information to entice the buyer in pur-
chasing something such as using large brands logos on their products or stating there are
promotions such as the seller is suggesting that all products are on a discount however the
seller is just deceiving the customer into thinking they are receiving a good deal. Apple en-
sures they comply with the regulation, by listing all the products information online, in-store
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