My research aims to look at what challenges are faced by people with dementia in their dealings with commercial counterparts, and what advice and help is available to them. I am also interested in exploring how, if at all, commercial counterparts take these challenges into account in their commercial interactions with people with dementia. Part of that means looking at the dementia guidelines that a number of businesses have signed up to, to examine if these are effective in ensuring that these interactions are conducted in line with agreed rules.