 Critics point out that this inevitably means that resources are being removed from other, poorer, farmers.It also makes it impossible to argue that any positive or negative changes in the living standards of farmers are due to Fairtrade rather than to one of the other donors.Under EU law (Directive 2005/29/EC on Unfair Commercial Practices) the criminal offence of Unfair Trading is committed if (a) advertising or selling information 'contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is factually correct', (b) 'it omits material information that the average consumer needs ... and thereby causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise' or (c) 'fails to identify the commercial intent of the commercial practice ... [which] causes or is likely to cause the average consumer to take a transactional decision that he would not have taken otherwise.'