Shoppers can now [shop from home] in the knowledge that their rights are being fully protected

Consumer affairs minister Kim Howells

They will also be entitled to a seven-day cooling off period, during which they can pull out of any transaction and receive a full refund.

The new legislation was prompted by a growing number of complaints about distance buying, with customers frequently objecting to hidden costs and lengthy delivery times.

Consumer affairs minister Kim Howells said: "I want to see people having rights when shopping from home that will put them in a similar position as if they were visiting shops in the High Street.

"These new rules are welcome news for consumers, especially in the run-up to the Christmas shopping period.

Lack of confidence

"Pressures on time these days means using the internet or the phone to order goods or services is convenient, offers a wide range of choice and can save us a lot of time.

"Shoppers can now do this in the knowledge that their rights are being fully protected."

The new regulations contain measures to protect shoppers from credit card fraud as well.

There is a danger that the directive could turn out to be a damp squib

Anna Bradley, National Consumer Council

The legislation amends the Consumer Credit Act, which forces credit and debit card holders to pay the first �50 of any fraudulent transaction.

But some consumer groups have questioned the effectiveness of the new regulations.

Anna Bradley, director of the National Consumer Council, said: "Our research has found that consumers lack confidence when buying from a distance and this directive will hopefully go some way to alleviating their fears.

"But unless consumers are informed of these new rights and the laws are easily enforceable there is a danger that the directive could turn out to be a damp squib."