Cremation: Advertising
The question
To ask the Secretary of State for Health and Social Care, what steps his Department is taking to regulate advertising by direct cremation companies to ensure transparency about the handling and care of the deceased.
Answered by Dr Zubir Ahmed
The Digital Markets, Competition and Consumers Act 2024 prohibits unfair commercial practices. These include misleading actions and omissions, that are likely to impact the average consumer’s transactional decisions. Traders who engage in commercial practices that are misleading omissions, or misleading actions, may be committing a criminal offence.
In July 2025, the final report of the independent inquiry into the issues raised by the David Fuller case recommended the introduction of a statutory regulatory regime for those caring for the deceased. The Department will publish an interim update on progress in winter 2025 and a final response by summer 2026. This will include updates on the recommendations for the funeral sector which set out that direct cremation businesses should also be considered in this context, and mandatory standards to protect the security and dignity of the deceased should be applied to these businesses and to any emerging new models of delivery of care for the deceased.
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