This guide is maintained as a current resource for September 2026 and covers only the laws of England and Wales. Information is for general guidance, not legal advice. Consult a qualified solicitor for advice specific to your situation.
Learn what rights you have when online goods do not match the description under UK law. This guide explains statutory protections, refunds, repairs, replacements, time limits and practical steps for consumers in England and Wales.
When goods bought online fail to match the description provided by the seller, English and Welsh consumer law gives buyers clear legal rights. If you receive an item that differs materially from how it was described on a website, in an advertisement, or by a seller, you may be entitled to remedies such as a refund, repair, replacement, or compensation under the Consumer Rights Act 2015. This article explains what “match the description” means, outlines your statutory rights and remedies, and provides a practical guide to asserting those rights.
What Is “As Described” Under Consumer Law?
Under the Consumer Rights Act 2015 (CRA), goods sold to consumers by businesses must match the description provided at the time of purchase. This description can include:
- The product text and specifications on the website.
- Images and video representations accompanying the listing.
- Any verbal statements made by the seller prior to purchase.
- Advertising or product details in promotional material.
In practice, if the actual goods you receive differ from the advertised description in a material way - for example, the colour, size, materials or included accessories are not as described - the seller is in breach of contract. You have legal rights to seek a remedy.
How the Law Applies to Online Purchases
The CRA applies to contracts between a consumer (an individual buying outside of business use) and a trader (a business seller). Online purchases are explicitly covered, and the law treats goods bought online the same as those bought in person.
The requirement that goods must be “as described” extends to any information the trader provided as part of the online offer. The description becomes part of the contract when you place the order. If the goods you receive do not conform to that description, this is a breach of your statutory rights.
Examples of Goods Not Matching the Description
Common scenarios where goods may be considered “not as described” include:
- An item advertised as leather but made from synthetic material.
- A smartphone of a specific model received as a different model.
- Product specifications, features or colours in the listing that are absent or incorrect in the delivered goods.
- Missing accessories or components without mention on the product page.
These discrepancies matter because they affect the consumer's decision to buy and form part of the contractual obligation.
Remedies When Goods Are Not As Described
If goods you ordered online do not match the description, you have statutory remedies under the CRA. These vary depending on how long it has been since delivery:
1. Short‑Term Right to Reject (Within 30 Days)
If the goods do not match the description, you can exercise your short‑term right to reject them within 30 days of delivery and receive a full refund. The refund should include the cost of standard delivery.
This right is separate from your statutory right to cancel the order under distance selling rules.
2. Repair or Replacement (After 30 Days)
If more than 30 days have passed, you can ask the seller to repair or replace the goods to bring them into conformity with the description. The seller must do this within a reasonable time and without significant inconvenience.
3. Final Right to Reject or Price Reduction
If a repair or replacement is impossible or unsuccessful, you can:
- Reject the goods and receive a refund (which may be reduced to reflect use).
- Request a price reduction if you choose to keep the goods despite the mismatch.
The appropriate remedy depends on your circumstances and the extent of the non‑conformity.
Time Limits and Proof
Under the CRA, goods are presumed to have met the description at the time of delivery unless the seller can prove otherwise. This presumption applies for at least six months, meaning you do not normally have to prove that the discrepancy existed at delivery during that period. After six months, the burden may shift to you to demonstrate that the goods were not as described when received.
Retailers are also responsible for the goods until they are in your possession, including issues arising in transit.
Distance Selling Rights and Returns
In addition to CRA remedies, online purchases are covered by the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, which give you the right to cancel a distance sale within a 14‑day cooling‑off period from delivery, regardless of whether the goods were as described. If you cancel within this period, the seller must refund the price and standard delivery costs.
However, this right is separate from, and in addition to, your rights under the CRA for goods not matching the description.
Practical Steps to Enforce Your Rights
If you receive goods that do not match the description:
- Check the Order and Description – Compare the delivered goods with the online listing, product description, images and specifications.
- Document the Mismatch – Take photographs or video showing how the goods differ from the description.
- Contact the Seller Promptly – Write to the seller with clear details of the discrepancy, reference your statutory rights and specify the remedy you seek (refund, repair, replacement).
- Keep Records – Retain copies of all correspondence, order confirmations, and evidence of delivery.
- Escalate If Needed – If the seller refuses to comply, consider Alternative Dispute Resolution, Trading Standards, or a claim in the Small Claims Court.
Common Questions
Does “as described” include product images and videos?
Yes. Information that forms part of the description - including images, specifications and promotional media - is treated as part of the contract. If the actual goods differ materially, this can be a breach.
Can a seller's terms override these rights?
No. In consumer contracts, statutory rights under the CRA cannot be excluded or limited by contractual terms. A seller cannot lawfully deny your rights if the goods do not match their description.
What if part of the product matches but other elements do not?
Courts and tribunals look at whether the mismatch is material - that is, whether it would influence a reasonable consumer's decision to buy. A significant discrepancy can still engage statutory rights.
Key Takeaways
If goods ordered online do not match the description provided at the point of sale, consumer law in England and Wales gives you clear statutory rights under the Consumer Rights Act 2015. You can reject the goods for a full refund within 30 days, request repair or replacement after that, and insist on a price reduction or final rejection if necessary. These rights are in addition to distance selling cancellation rights and cannot be excluded by seller policies. Documenting discrepancies, communicating clearly with the seller, and acting within statutory time limits maximises your prospects of a successful resolution.
