This section has no associated Explanatory Memorandum
31. Creating the false impression that the consumer has already won, will win, or will on doing a particular act win, a prize or other equivalent benefit, when in fact either—U.K.
(a)there is no prize or other equivalent benefit, or
(b)taking any action in relation to claiming the prize or other equivalent benefit is subject to the consumer paying money or incurring a cost.