Answer

Q: Where does a company stand if they feel that another company offers a similar product, which is described as "unique"?
Anna Pierson, Emsworth

John Pratt: Many businesses make statements about themselves which strictly speaking are not true, but where it is pretty obvious to anybody that it is mere "puff". These sort of claims are generally taken with a pinch of salt. In this case the business claiming that their product is unique may be stepping over the line if their product does not have any unique features over the other product. 

UK Advertising is mainly controlled through codes of practice. The Advertising Standards Authority regulates the content of advertisements in the UK and acts to ensure compliance with its Code which requires all advertisements to be legal, decent, honest, truthful and to be prepared with a sense of responsibility to consumers and society at large. Advertisements are not allowed to mislead consumers. This means that advertisers must hold evidence to prove the claims they make about their products or services before an advertisement appears.

If you are concerned about an advertisement that is misleading you can also contact your local authority trading standards department.