# Digital Markets, Competition and Consumers Act 2024, Section 246: Meaning of “average consumer”: general

Extent: E+W+S+N.I.

(1) This section provides for how references to the average consumer are to be read for the purposes of this Chapter.
(2) The average consumer is—
(a) reasonably well informed,
(b) reasonably observant, and
(c) reasonably circumspect.
(3) The average consumer is to be treated as not knowing information in relation to a commercial practice where such information has been concealed by the trader (even if the average consumer might know the information from another source).
(4) Where a commercial practice is directed at a particular group, the average consumer is an average member of that group (and the attributes of the average consumer in subsection (2) are to be read accordingly).
(5) This section is subject to section 247.

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Source: https://www.legislation.gov.uk/ukpga/2024/13/section/246 (the official version)
Page: https://openlegislation.uk/digital-markets-competition-and-consumers-act-2024/section-246
Contains public sector information licensed under the Open Government Licence v3.0. Source: legislation.gov.uk, The National Archives.