|Sales material should always say the truth|
So, how does this apply to engineering companies managing an e-shop or Web site? Firstly, you should ensure that everything that is labeled and sold benefits from a clear description and stays away from implying anything that is factually incorrect. For instance, an automation company legally selling products that are a like for like replacement for, say, SIEMENS, ABB or Schneider should specify that they do not have any affiliation with the imitated manufacturer and that the products are only replacements.
Similarly, trading under the logo of a company that you are not part of could be questioned. So, let’s say you were set up by a large company from another country to exclusively supply their products in the UK; you would have to be very careful to establish on your site that you are a separate business and clearly explain the actual relationship.
Greenwash, or presenting equipment as ‘green’ or ‘environmentally friendly’ when it isn’t, is another hazard that I could imagine industrial companies falling foul off on their Web sites.
Basically, you now have to be honest online.
So the lesson is, don’t assume that these new fangled rules only apply to consumer markets - they include the B2B environment as well. And don’t think that it’s only your customers who will complain. Here’s an example that proves that your competitors might be looking out for your mistakes as well.
If you have seen any examples of companies being affected by this we would love to hear from you.
Photo courtesy of digitalart / FreeDigitalPhotos.net
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