Describing your product
You must describe your product accurately. This means if you make a claim about your product, you must be able to prove what you say.
Your adverts must describe the actual cost accurately, including any ongoing or associated costs (eg subscription fees) and taxes (eg VAT).
A customer pays £50 a product, without being told the price doesn't include VAT. This was not explained in the advert, so the advert is misleading.