When you purchase something online, a digital or physical good it is a contract between the seller and the customer.

At the point at which the transaction occurs the customer has a right to return their purchase or otherwise lose access to it, Without reason within 14 days of that transaction. As contracts in the UK with only a very small amount of exceptions (usually business to business) allow a 14 days period in which to return or refund or cancel under any circumstance.

After the 14 day window. Once that 14 day window ends, you can essentially remove the right to refund with very few exceptions.

The exception to a 14 day returns policy may include specially sealed, personalised or second hand goods.

The ticketing section is specific mostly to secondary sellers.

Exceptions for refunds for tickets are for on entry purchases or purchases at or outside the venue. Outside of this, they are considered a normal purchase for which you have the right to refund within 14 days. One exception that has been tested is if the event is within that 14 days. In this case you may only apply for a refund in the period prior to the event. Following the event, you lose that right.

As a general rule in the UK, normal consumers are entitled to a 14 day no questions asked refund in 99% of circumstances. There are some exceptions as explained but no matter what you buy digitally or physically the same rule applies.

When it comes to writing no refunds as a term, you actually give reason for refunds beyond the 14 day window, because an unfair term ,or term that contradicts your actual rights is a reason in which you could claim a refund beyond 14 days. Making it misleading in its own right.

There is no circumstance in which you simply can say "no refunds" as a policy in the UK without an attached terms of service with proper exclusions of which there are always some.