Vigilance against False Advertising

Consumers have the right to receive truthful marketing information regarding a product or service. It is unlawful for marketers to coerce or deceive consumers into buying from them. Those who issue false, misleading or deceptive claims about a product or service – price, quality, materials, ingredients, purpose, benefits and the like – are punishable by law, particularly by the Federal Law. The many cases of false advertising have prompted the U.S. Federal Trade Commission (FTC) to step in and end illegal advertising schemes. In the U.K., the Advertising Standards Agency takes care of this issue.

Illegal advertising schemes

As a vigilant consumer, be aware of your rights. Be alert and scrutinise the authenticity of every marketer’s claim. At best, do not readily accept personal testimonials, especially paid ones. Be aware of hidden fees and surcharges. Companies that fail to disclose these items are bound to deceive consumers. Do not be fooled by psychological pricing or the lowering of prices by one or more pennies to make them appear cheaper. Avoid buying in bundles if you do not need the paired-up items. Report false advertising by sending an original copy of the advertisement to the proper government agency and help end deceitful acts.

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