Strict EU rules banning fake “free” offers, “bait” commercials and other misleading or aggressive sales practices came into force in 14 European countries last Wednesday, with millions of customers busy shopping for Christmas.

“Unfair practices rip off consumers and distort competitive markets. There can be no place in Europe’s single market for traders who pressure, bully or mislead people, particularly at Christmas,” EU Consumer Protection Commissioner Meglena Kuneva said.

The set of rules is accompanied by a blacklist of 30 unfair schemes, including a “dirty dozen” of particularly deceptive forms of advertising.

These include offering consumers a product at a very low price when the shop only has a few in stock; offering “free” products which actually cost money; and urging children to pester their parents into buying a particular product.

The EU is urging customers who come across companies that breach its rules to file a complaint to their national customer protection authorities.

The EU directive has so far been implemented in 14 EU countries, but not in Britain, Finland, France, Germany, Hungary, Lithuania, Luxembourg, Malta, The Netherlands, Portugal, Romania, Spain and Sweden.

The Commission launched infringement proceedings against these countries in August.