Following is the facsimile of an e-mail sent by ‘BestBuy” among the world’s leading durable products retailer to its clients to counteract a mistake in an offer for Plasma TV. Decide for yourself as to whether the BestBuy advertisement referred to in the e-mail is deceptive or not? We give some clues about the prevailing consumer laws in the U.S.
Under the Federal Trade Commission Act:
- Advertising must be truthful and non-deceptive;
- Advertisers must have evidence to back up their claims; and
- Advertisements cannot be unfair.
An advertisement is deceptive if it contains a statement - or omits information - that:
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Is likely to mislead consumers acting reasonably under the circumstances; and
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Is “material” - that is, important to a consumer’s decision to buy or use the product.
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