What does the Trade Descriptions Ordinance require of online product listings?

The Trade Descriptions Ordinance covers any description of goods or services applied by a trader, including text, photos, labels and claims on a web page or social media post. The main rules for online sellers:

• False trade descriptions: it is an offence to apply a false trade description to goods in the course of trade (section 7), with a matching rule for services (section 7A). This includes wrong origin, materials, size, quantity, brand or "genuine" claims.
• Unfair trade practices (in force since 19 July 2013): misleading actions, misleading omissions of material information, aggressive practices, bait advertising, bait-and-switch, and wrongly accepting payment.

Customs treats failing to supply paid-for goods within the stated or a reasonable time, without a refund, as wrongly accepting payment, and has arrested online sellers for it.

The maximum penalty for the unfair trade practice offences listed in Customs' booklet is a fine of HK$500,000 and imprisonment for five years. Customs can also use civil compliance mechanisms in place of prosecution. Describe goods accurately, state delivery times honestly, and show total price and key terms clearly.