Principle 6 requires a firm to pay due regard to the interests of its customers and treat them fairly. Examples of behaviour by or on behalf of a firm which is likely to contravene Principle 6 include:
subjecting customers to high-pressure selling, aggressive or oppressive behaviour, or unfair coercion;
taking steps to repossess a customer's home, other than as a last resort.
[Note: paragraph 7.14 of ILG]1
the identity or nature of the firm;
its commercial or profit-seeking status;
its role, including any relationship with any other person;
the extent of its authority;
stating or implying that the firm is a public body or that it is related or connected in some way to a charitable, not-for-profit or governmental or local governmental organisation or to the courts;
the nature of the products or services supplied;
the cost of those products or services; and
the scale of the business including its geographical scope.
A firm which operates under a variety of trading names should take particular care to ensure that customers are not misled as to the identity of the firm, or the nature or scale of the firm’s business. 4
Any specific rule or piece of guidance in CONC is without prejudice to the application of PRIN, any other rules in the Handbooks, the CCA and secondary legislation made and things done under it, the Consumer Protection from Unfair Trading Regulations 2008, the Consumer Rights Act 20152, Part 8 of the Enterprise Act 2002 and any other applicable consumer protection legislation.