Not all advertisers practice Truth in Advertising. Advertisers sometimes speak with forked tongues. In large bold print they shout:
Come get our GREAT DEAL!!!*
Then, in fine print, where they hope you won’t notice, they whisper:
*The deal is nowhere near as great as we want you to believe it is.
Advertisers should not offer things in bold print and take them away in fine print. They have a duty to help customers make informed choices — and that means being absolutely clear in their communications.
Some advertising is blatantly false. Other advertising is merely deceptive or misleading.
Some advertising contains offers of special prices, using terms like wholesale, at cost, below cost, or sale, when the prices are really not as special as advertised.
* … of prices that are double what they should be.
Some advertising offers things for free that are not really free, or requires something else from you that is not disclosed.
* … plus plus plus hidden charges.
Some advertising is used as bait, often with an intent to sell something else. This is commonly known as bait and switch.
Come in to buy THIS!!!*
* …so we can try to sell you that, instead.
Advertising is supposed to be true. Customers have a reasonable expectation to believe that advertising means what it says.