9A_MISLEADING ADVERTISING_READING AND VOCABULARY

What is misleading advertising?

Advertising is seen as misleading if it involves false, misleading or deceptive information that is likely to cause the average consumer to act in a way they might otherwise not.  Advertising may also be considered misleading if important information that the average consumer needs to make an informed decision is left out. Deceptive advertising, also known as false advertising, refers to a manufacturer's use of confusing, misleading, or untrue statements when promoting a product. Advertising law will protect consumers from deceptive advertising. Advertising law and consumer law have basically the same function: to promote truth. Deceptive advertising is generally bad business practice. It can violate the trust of consumers and destroy a working relationship. In many cases, deceptive advertisements are also illegal. It's good for both businesses and consumers to be aware of some of the most common types of deceptive advertising, so they can be careful to avoid them.

Examples of misleading advertising

·         A false claim about the characteristics of the goods or service, e.g. – a product is a different colour, size or weight to what is advertised.

·         The price or way the price is calculated is misrepresented, e.g. – products are advertised at sale prices, but turn out not to be.

·         The way the goods or service are supplied is misrepresented, e.g. – free delivery is advertised, but the delivery actually involves some sort of fee or charge.

·         Any aspect about the advertiser is misrepresented, e.g. – the business is presented as being a member of a trade association, when they are actually not.

·         The advertisement creates a false impression about a product or service, even if the information given is correct.

·         Any important information is hidden or left out.

"It doesn´t pay to deceive the public"

   
For companies that cross the line, it can cost millions and lead to a damaged reputation.



Can you find any examples of false advertising scandals that have had such a negative impact on big brands that they had to deal with an amount of negative publicity?