Excellent! Theatres forced to withdraw misleading reviews

It is a sight all too familiar to theatre-goers, a billboard emblazoned with the critics' lavish praise, extolling the intelligence, wit and style of the latest West End production. But when the lights go down it becomes clear that the quoted review is only half of the story.

From this week, theatre owners and film company executives who misrepresent quotations from critics to promote their plays or musicals could face up to two years in jail.

New EU regulations will criminalise producers and publicists who try to hoodwink potential audiences with quotes from reviews that are taken out of context – a long-established and well-rehearsed practice in the highly competitive theatre industry.

One recent example of the technique concerned a West End revival of Guys and Dolls at the Piccadilly Theatre, described in the blurb and on billboards as "hilarious". The word did in fact appear in the review from which it was taken, but when placed in its proper context, carried a strikingly different sense: "Frank Loesser's great musical from 1950 is hilarious... Grandage's production fell somewhat flat".

A recent survey suggested that such methods were used to promote up to a third of West End shows.

The ban on misleading quotes is contained in the Unfair Commercial Practices Directive, an 18-page document from the EU that represents one of the biggest overhauls of consumer protection law in the United Kingdom for years.

Article six declares "a commercial practice shall be regarded as misleading if it contains false information and is therefore untruthful, or in any way, including overall presentation, deceives or is likely to deceive the average consumer."

The new rules will be enforced by the Office of Fair Trading. The prosecution would have to prove that audiences were misled by the practice, known as contextomy. Those who break the laws could face fines of up to £5,000 if the case is heard in a magistrates' court, or a fine and two years in jail if the case is heard in a crown court.

Daniel Astaire, cabinet member for community protection and licensing at Westminster City Council, which covers the West End, said that trading standards officers would clamp down on "misleading endorsements". "West End theatre is world-renowned," he added. "It is vital to maintain this reputation. We will approach producers to warn them of possible breaches and ask them to desist if we feel there is malpractice. If such advice is ignored, only then would we consider action."

Richard Pulford, chief executive of the Society of London Theatres, said: "The implication is members are doing something now that in the light of this directive will be against the law. But there is very little chance indeed of current practice leading to any problems."

The EU directive has drawn up a blacklist of 31 dishonest habits in other industries, including false closing-down sales, unsubstantiated medical claims and suggestions that a product is free when in fact there are hidden charges.

"There are degrees of misrepresentation," said Terri Paddock, editor of whatsonstage.com. "I think most people aren't going to see a production based on these pull-out quotes alone. They're pretty harmless overall."

DON'T BOOK NOW

Zipp Duchess Theatre, 2003

Extract: "Book now"

Full version (Independent on Sunday): "If schoolboy innuendo is your bag, book now."

When Harry Met Sally Theatre Royal, Haymarket, 2004

Extract: "Fans of Alyson Hannigan and Luke Perry will be ecstatic"

Full version (Time Out): "Fans of Alyson Hannigan and Luke Perry will be ecstatic – their companions will just have to fake an interest".

Guys and Dolls Piccadilly Theatre, 2005

Extract: "Hilarious"

Full version (Independent on Sunday): "Frank Loesser's great musical from 1950 is hilarious... Grandage's production often falls somewhat flat".

Sinatra London Palladium, 2006

Extract: "Energy, razzmatazz and technical wizardry"

Full version (The Observer): "For all the energy, razzmatazz and technical wizardry, the audience had been short-changed".

Saturday Night Fever Apollo Victoria, 2004

Extract: "All-out retro-romp"

Full version (The Times): "If it's an all-out retro-romp you want, this only fitfully delivers."