The Tribune

By Deidre Bastian

Propaganda lies, deceit and half-truths; is there a difference? If you tell someone that advertisers lie, they will probably roll their eyes and say: “DUH! That’s what advertising is.”

Talk to some salesmen and perhaps you will quickly see how they sound like they are talking “mumbo jumbo”. I am not sure if Sinclair Lewis supports that jargon, but he surely coined this quote: “Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.”

If his statement is taken at face value, deception has the ability to tell someone to “go to hell in such a way that they look forward to the trip”.

Therefore, I am of the view that telling the truth or lying has more to do with intent, and not only the words used to sell a product or service. That is probably not how the dictionary defines double-dealing; just my simpler explanation.

False advertising has the potential to be misunderstood and, in most cases, leads consumers to believe that somehow they are profiting from a purchase or receiving a “deal of a life time”, when really it is just a “horse race”.

I often smile when I observe shoppers reading labels in the supermarket. Why? It reminds me of unaudited statistics. All the information a consumer needs to be aware of ought to be printed on the product label, which details exactly what they are buying.

The challenge is how one can prove that the sanitizer kills “all bacteria” before purchase if there is no instrument in the store to prove it. It is only because the label say so. The big assumption is that even though some ads contain a few deceptions, the basic facts must be true. In a widely-reported study, researchers showed people will believe a wine is of a high quality simply because it has a $300 price tag.

I recall when Coca-Cola was marketing their line of Vitamin water by promising to “boost immune systems” and “help fight free radicals”. Someone pointed out that it was merely sugar water. Coke responded that they were completely shocked anyone thought their drink was healthy.

Remember the “miracle” weight-loss products seen on TV: “Simply sprinkle on, eat all the foods you love and watch the pounds roll off”. Is it that easy? Or do you really get seven chocolates in one cookie, and is the potato chip bag really that full or should you let the air out first?

How about photos on Face Book that have been chipped, cropped and shopped for a slimmer and brighter appearance? Is that considered deception? If it is not, then what is? Certainly, we have our own reality.

False advertising or deceptive advertising is the use of misleading statements that may negatively affect many consumers when promoting a product.

This takes me down another path: Have you ever heard the term “puffery”, which pretty much means boasting and bluffing? I am reading a book that talks about using “false logic” as a useful tool for advertising, and speaks against false advertising.

A few laughable tags are: “Proven to help solve”, “fights the bacteria that cause blah blah blah”, “may ‘assist to fight signs of”, “may help minimise”, “reduces the frequency of”. There is lots of ambiguity. Conversely, ‘helping’ and ‘Fighting’ do not have specific meaning, as they can apply to many things; “a desk fan can help to fight a tornado. “

To prove false advertisement, a plaintiff must prove that the statement either deceives or has the potential to deceive; is likely to affect the purchasing decisions of its audience; or is likely to result in injury. There are several different tactics to deceive consumers, some of which are:

• Bait and switch: Businesses luring customers to products that are not offered and, once in the store, claim the advertised product is sold out.

They then attempt to sell a more costly item or service. Sounds familiar?

• High pressure sales tactics: This is used to lure consumers to purchase a service or product that he or she does not intend to purchase.

• Deceptive form contracts: Ambiguous promises or the fine print in contracts that are usually overlooked or misunderstood.

• Failure to disclose: A term used when a business does not inform consumers when an item has expired.

• Hidden fees: These are extra fees not specified in the advertised price, such as activation fees or pre-delivery inspection charges.

• ‘Going out of business’ sales: This entails raising the price that was already on sale, and then marking them down.

• Fillers: Butchers often use fillers to increase meat weight by injecting broth or brine.

• Misuse of terms: This includes the terms ‘light’ and ‘natural’.

• Incomplete comparison: Saying a product is better than another without explanation.

• Inconsistent comparison: Comparing a product to only “inferior” competitors.

• Misleading illustrations: Displaying a picture as being bigger than it actually is.

• Angel dusting: For example, a cereal may claim it contains ‘12 essential vitamins and minerals’, but the amounts of each may be only 1 per cent, providing virtually no benefit to nutrition.

• Hidden fees and surcharges: Service providers often tack on fees and surcharges that are not disclosed in the advertised price. For example, airline advertising, taxes, registration fees, freight, pre-delivery inspection and insurance etc.

Do these tactics sound familiar? Many of us may have been victims of false advertising, but it is clear that “skilled deception” not only harms the consumer but advertisers as well. Let’s take this issue out again for a test drive, and this time we will pay attention to words like deluxe, better, superior, delicious, trustworthy, prestigious, guaranteed or authentic, as sometimes they are merely colorful relish or condiments on a “dried out hotdog sandwich”. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.