Perhaps the best known provision in the Commonwealth <I>Trade Practices Act</I> 1974 (TPA) is section 52, which provides that "a corporation shall not, in trade or commerce, engage in conduct that is misleading or deceptive or is likely to mislead or deceive". Section 52 established what has been described as a new norm of conduct for Australian commercial activity and has given rise to literally thousands of reported cases. It has had what in retrospect is a quite dramatic impact on Australian