Selling by false measure was a moderately serious crime, morally on the same level as theft (although not punished so severely). It was, however, ubiquitous. It was not limited to deliberate attempts to defraud, for some measures were made of wood and tended to shrink as they aged.

It will be noted that the smallest measure for selling liquids – ale being intended here – was the quart, which reflects the fact that, perhaps especially in towns (where the availability of clean drinking water was problematic) ale was a more common beverage than it is today. Although there was a good deal of social drinking in the Middle Ages, ale was drunk at any time of day for refreshment (often in conjunction with eating solid food, which would moderate alcoholic effects) as opposed to the modern predominance of evening consumption to produce a measure of intoxication. Consequently it tended to be purchased in larger than personal quantities (much as we buy milk today) for household supply. It was also produced in different strengths, with the thinnest (known as 'small ale') using a higher ratio of water to malt and shorter fermentation time. Ale, of all strengths, became increasingly heavily consumed as the growth of towns presented larger markets, encouraging larger-scale brewing operations with investment in equipment and dedicated brewing/retailing facilities, and as standards of living improved (following the demographic crises of the mid-fourteenth century) so that urban residents had more discretionary income.

There were frequent, but again largely futile, prohibitions by borough authorities of the sale of ale by smaller measures, which reflect personal consumption of a mug-full; it was often taverners or street vendors who were convicted of using small measures.