1. Make the average sentence length 15 to 20 words.

2. Use words your customers are likely to understand. Try not to abbreviate or use extensive jargon.

3. Use only as many words as you need.

4. Prefer the active voice, unless there is a good reason for using the passive.

5. Use the clearest verbs to express your thoughts.

6. Use vertical lists to break up complicated text.

7. Reduce cross-references to the minimum.

8. Avoid sexist usage.

9. Put your points positively when you can.

10. Put accurate punctuation at the heart of your writing.

11. Plan before you write.

12. Organise your content in a way that helps readers to grasp the important information early and to navigate though the document easily.

In the case of terms and conditions, which most on-line sellers draft their own…..

Where there is doubt about the meaning of a term, the interpretation most favourable to the consumer shall prevail.