The Office of Fair Trading's examples of ITPs in its Guidance imply that to qualify as an ITP, a marketing communication must not only provide the consumer with all the information he or she needs to be able to make a purchase, but also be an integral part of a mechanism facilitating direct response and purchase in one seamless action, viz: an interactive TV ad through which orders can be directly placed; a page on a website where consumers can click to place an order; a newspaper ad which includes a direct response order form.