Even if proven cases of false advertising do not inevitably result in civil or criminal repercussions: the Office of Fair Trading states "in the instance of false advertising, companies are not always faced with civil and criminal repercussions, it is based on the seriousness of the infringement" and each case is analysed individually, allowing the standards authority to promote compliance with regards to their enforcement policies, priorities and available resources. Another area of departure from American practice relates to a "general prohibition on the use of competitors' logotypes, trademarks or similar copy to that used in a competitor's own advertising by another, particularly when making a comparison".