Beware misleading ad claims — read fine print this time of year
Americans are exposed to advertisements all day long. According to NeilPatel.com, ad impressions increase by 50 percent during the holiday season. From outdoor billboards to internet banner ads, companies are competing for attention.
As we are exposed to such a large number of ads, it’s important to keep in mind some advertisements use bold and eye-catching tactics that could, intentionally or not, mislead customers. Better Business Bureau warns you of advertising claims that can be misleading:
■ Best, most, lowest prices and other superlative claims: Companies should be able to show proof of claims and refrain from using opinion statements that can’t be tested.
■ The price is 50 percent off the “original” price: You may find upscale items like electronics on sale for 40 or 50 percent off the original price. But this means that the percentage off is off the original manufacturer’s price, not the store’s price. This is an easy way for stores to offer a great deal without losing any money. Ask where the deals apply and have a store associate check the price before you get to the register.
■ Deferred financing offers: Credit terms must be clearly and conspicuously disclosed in advertisements making credit offers as required by the Federal Truth in Lending Act.
■ Up-to savings claims: Savings or price-cut claims covering a group of items with a range of savings should state minimum and maximum savings.
■ Free: The word “free” can only be used in ads when the advertiser is offering an unconditional gift. If there’s a cost to receive the free gift, the advertiser must clearly and conspicuously disclose the conditions.
■ Licensed or not? Many companies advertise they’re licensed, but surprisingly, some advertisers aren’t licensed to do the work you think. Check the licensing page of the State of Ohio website at www.business. ohio.gov or contact local government offices to clarify licensing requirements for your area.
■ These deals are only while supplies last: Listen closely to the disclaimers because a limited number of that product may be available.
■ Lifetime warranties: Lifetime warranties often refer to the usual lifetime of a product. For example, a tool may have lifetime warranty that limits replacement to 10 years. Rarely does “lifetime guarantee” mean the consumer’s lifetime. Be sure to check warranty documentation.
Visit www.bbb.org or call 937222-5825 or 800-776-5301 for more information on your BBB’s Code of Advertising.
Your BBB is a partner with the American Advertising Federation — Dayton through the Advertising Review Council, promoting ethical and honest advertising in our marketplace.