The UK advertising rules apply to commercial listings from sellers acting as a business on any online marketplace. Private individuals who are selling one-off or ad-hoc second-hand items that, for instance, they no longer need (such as the majority of sellers on sites such as Vinted and Depop) aren't subject to the advertising rules.

If you are a ‘business seller’ you should ensure that all the claims you make about your product or service (including images) are not misleading, harmful, offensive, or irresponsible.

This factsheet applies to all business sellers advertising products or services on third-party online marketplaces, such as eBay, Etsy, Amazon and Temu.

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