“Had things stood on that basis, I have to say that I would have found it a difficult decision as to whether to let this continue as a Part 8 claim with future directions perhaps as to lists of issues and allowing the Defendants to make requests for further information on particular points.”
“The allegations of conniving in deceiving people seem to me to be the sort of allegations which fall fairly and squarely within the category of cases which in pre-CPR days were held not to be appropriate to be dealt with or continued under the originating summons procedure, which is the old equivalent of Part 8. It seems to me that remains the case under Part 8. Where you are making a serious allegation against somebody that they connived in deceiving somebody, you really do need to give proper particulars by way of a statement of case. The allegations and their answers need to be clear. For that reason, it seems to me the balance is tipped away from this being a Part 8 claim and for it to become and to be continued as a Part 7 claim, and I propose so to order.”
“It is an allegation of fraud, is it not, ‘connived and deceived’?”, and his subsequent question to Ms Ford that “It does strike me reading that, it is tantamount to an allegation of deceit, is it not, of fraud and dishonesty?”
“Misleading actions 1. A commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct, in relation to one or more of the following elements, and in either case causes or is likely to cause him to take a transactional decision that he would not have taken otherwise: … (d) the price or the manner in which the price is calculated, or the existence of a specific price advantage;”
“Misleading actions (1) A commercial practice is a misleading action if it satisfies the conditions in either para. (2) or para. (3). (2) A commercial practice satisfies the conditions of this paragraph – (a) if it contains false information and is therefore untruthful in relation to any of the matters in paragraph (4) or if it or its overall presentation in any way deceives or is likely to deceive the average consumer in relation to any of the matters in that paragraph, even if the information is factually correct; and (b) it causes or is likely to cause the average consumer to take a transactional decision he would not have taken otherwise. … (4) The matters referred to in paragraph (2)(a) are – … (g) the price or the manner in which the price is calculated.”
“It is common ground that the touchstone, on this issue, is the view of the ordinary, reasonable consumer characteristic of the class to whom the advertisement is addressed. The Court must reach a conclusion on that view, irrespective of whether or not there is any actual evidence from consumers. Evidence from such consumers is, therefore, not necessary. … Indeed evidence from actual or potential consumers may be unhelpful: if the evidence is given by too few of them, their views will not be sufficiently representative of the entire range of such customers; if a large number, intended to cover the full range, gives evidence, the adverse effect on the cost and duration of the trial may be disproportionate to the value of their evidence.”
“In determining the effect of a commercial practice on the average consumer where the practice is directed to a particular group of consumers, a reference to the average consumer shall be read as referring to the average member of that group.”