They will claim that the buyer would have bought their product at the full price and have lost x amount of income. They would probably ask for the full retail price and you would have to argue that direct costs i.e. cost of sales needs to be deducted.
If they win they will also get full legal costs. Unless they use the small claims process in which case their claim needs to be less than £5000.
Personally I would want this hanging over me and I don't think there is a time limit for this type of claim, so it might be worth getting him to go to Citizen's Advice and getting them to help draft a letter.
I hope this helps let us know what he decides to do and how he gets on.
Tony |