The Internet Media Retail Group says many online retailers might not be aware they are breaking the law.

It follows research by consumer watchdog Which? that shows thousands of e-tailers could be failing to comply with Distance Selling regulations.

The regulations include allowing a reasonable amount of time for customers to return unwanted goods and giving a 7 day cooling off period where shoppers can cancel orders with no obligation to pay any fees.

A survey by the advocacy group found several well-known names like Marks and Spencer and Game failed to fully comply with regulations.

Both retailers have now changed the wording on their websites although they deny they ever broke the law.

Andrew McElland of the Internet Media Retail Group said, ‘A lot of retailers new to the business probably don’t understand the requirements of the legislation’.