The Unfair Commercial Practices Directive banning pressure selling and misleading marketing came into force on 11 June 2005 and is to be transposed into law by Member States, including the UK by 12 June 2007, with such laws coming into force by 12 December 2007. This article outlines the Directive's objectives and implementation in the UK; looks at the main provisions, with particular attention to misleading and aggressive practices; examines maximum harmonisation/impact on existing legislation; and draws conclusions relating to, inter alia, procedural enforcement where there is no real harm to the consumer.