Misleading

Advertisements
By S.kowsalya
JCI Zone Tainer
 Advertisements
" A d v e r t i s e m e n t " S . 2 ( 1 ) C PA 1 9

Advertising
m e a n s a n y a u d i o o r v i s u a l p u b l i c i t y, r e p r e s e n t a t i o n
Endorsement or pronouncement made by means of Light,
sound, smoke, gas, print, electronic media, internet or
w e b s i t e a n d i n c l u d e s a n y n o t i c e , c i r c u l a r, l a b e l , w r a p p e r,
invoice or such other documents
What are misleading advertisements?

" M i s l e a d i n g A d v e r t i s e m e n t s " u n d e r C PA , 2 0 1 9
"misleading advertisement" in relation to any product or service,
means an advertisement, which-
falsely describes such product or service; or
gives a false guarantee to, or is likely to mislead the consumers as to
the nature, substance, quantity or quality of such product or service;
or
conveys an express or implied representation which, if made by the
nufacturer or seller or service provider thereof, would constitute an
unfair trade practice, or
(iv) deliberately conceals important information;
 HERE ARE SOME EXAMPLES OF MISLEADING
A D V E RT I S E M E N T S :

• A toothpaste advertisement that claims to make teeth whiter in

three days.
• A fairness cream advertisement that claims to make users two

shades fairer in four weeks.

• A weight loss supplement advertisement that claims to help users

lose weight without diet or exercise.

• A car advertisement that claims that the car has a fuel efficiency

o f 5 0 k i l o m e t e r s p e r l i t e r.
• A mobile phone advertisement that claims that the phone has a

camera that can take high-quality photos in low light conditions.

Types of Misleading Advertisements
 SURROGATE
ADVERTISING
• D u p l i c a t i n g b r a n d i m a g e o f o n e p r o d u c t e x t e n s i v e l y, i n o r d e r
t o p r o m o t e , a n o t h e r p r o d u c t o f t h e s a m e c o m p a n y.

• Use of well established brand, except the original product,

to encompass that product.

• It is done by complementary products such as Soda, bottled

d r i n k i n g w a t e r, f r u i t j u i c e e t c .

• Other commonly advertised includes - Music CDs,apparel

and accessories and sports good of the same brand
 COMPARATIVE ADVERTISEMENTS

• Comparison of Products: Comparative advertising in India involves

comparing one's own product or service with that of competitors. This
c o m p a r i s o n c a n b e b a s e d o n v a r i o u s f a c t o r s s u c h a s p r i c e , q u a l i t y, f e a t u r e s ,
or benefits.

• Direct and Indirect Comparisons: There are two types of comparative

advertising. Direct comparative advertising explicitly names or identifies
competing products or brands. In contrast, indirect comparative advertising
does not directly refer to competing brand names .
 BAIT AND SWITCH ADVERTISING

• Attractive Initial Offer: Bait and switch advertising starts with a seller offering an enticing deal or
product, often at a remarkably low price, to attract potential customers. This offer is prominently
displayed in advertisements.

• Unavailability of the Offered Product: Once customers are interested and inquire about the advertised
deal or product, they are informed that the initially promoted item is either not available or has some
significant limitations. This creates disappointment or frustration among customers.

• P r e s s u r e t o C h o o s e A l t e r n a t i v e s : To m a k e a s a l e , t h e s e l l e r t h e n p r e s s u r e s t h e c u s t o m e r s i n t o
considering more expensive or less desirable alternatives. They may claim that these alternatives are
better or the only available options.

• D e c e p t i v e Ta c t i c s : B a i t a n d s w i t c h a d v e r t i s e m e n t s o f t e n i n v o l v e d e c e p t i v e t a c t i c s t o l u r e c u s t o m e r s ,
such as false promises, misleading advertising, or concealing important terms and conditions until
later in the sales process.
BAIT AND SWITCH ADVERTISING
 BUFFERY ADVERTISEMENT
• E x a g g e r a t e d C l a i m s : I n B u ff e r y A d v e r t i s i n g , a d v e r t i s e r s o f t e n m a k e b o l d a n d e x t r a v a g a n t c l a i m s
about their product or service. These claims go beyond what can be objectively proven and may
involve superlatives like "the best," "the greatest," or "unbeatable."
• Va g u e S t a t e m e n t s : B u ff e r y a d s f r e q u e n t l y r e l y o n v a g u e l a n g u a g e t h a t l a c k s s p e c i f i c d e t a i l s . F o r
example, an advertisement might claim that a skincare product will give you "flawless skin" without
e x p l a i n i n g h o w o r w h y.
• Subjective Language: Advertisers use subjective language that appeals to emotions and personal
preferences rather than providing factual information. This can include phrases like "feel amazing"
or "experience true happiness."
• Absence of Concrete Evidence: Unlike informative advertising that supports claims with data,
s t u d i e s , o r e v i d e n c e , B u ff e r y A d v e r t i s i n g t y p i c a l l y l a c k s s u c h s u b s t a n t i a t i o n . I t r e l i e s o n t h e
assumption that consumers will accept the claims based on trust or emotional appeal.
• C r e a t i n g a P e r c e p t i o n : T h e p r i m a r y g o a l o f B u ff e r y A d v e r t i s i n g i s t o c r e a t e a p e r c e p t i o n o f
superiority and desirability around the product or service. It aims to influence consumer perception
rather than providing objective information.
PUFFERY ADVERTISEMENTS
 WHERE DO WE
SEE ?
• Te l e v i s i o n : M i s l e a d i n g a d v e r t i s e m e n t s a r e o f t e n
shown on television, especially during
commercial breaks.

• Radio: Misleading advertisements can also be

heard on the radio.

• Print: Misleading advertisements can be found

in newspapers, magazines, and other print
publications.

• Online: Misleading advertisements can be found

on websites and social media platforms.
 T H E F O L L O W I N G A R E T H E R E G U L ATO RY B O D I E S F O R
M I S L E A D I N G A D V E RT I S E M E N T S I N I N D I A

• Advertising Standards Council of India (ASCI): ASCI is a self-regulatory body that promotes ethical advertising in India.
ASCI has a code of conduct for advertisers, and it investigates complaints of misleading advertising.

• Ministry of Consumer Affairs, Food and Public Distribution: The Ministry is responsible for enforcing the Consumer
Protection Act, 2019, which prohibits misleading advertisements.

• Food Safety and Standards Authority of India (FSSAI) : FSSAI is responsible for regulating food advertisements in India.
FSSAI has issued guidelines for food advertisements, and it investigates complaints of misleading food advertisements.

• Central Consumer Protection Authority (CCPA): CCPA is a statutory body established under the Consumer Protection Act,
2019. CCPA is responsible for investigating and adjudicating complaints of misleading advertisements.

• In addition to the above-mentioned regulatory bodies, there are also a number of state-level consumer forums and the National
Consumer Disputes Redressal Commission (NCDRC) that can hear complaints of misleading advertisements.
 Ta m i l N a d u C o n s u m e r P r o t e c t i o n A u t h o r i t y ( T N C PA ) :

• T N C PA i s a s t a t u t o r y b o d y e s t a b l i s h e d u n d e r t h e C o n s u m e r P r o t e c t i o n A c t , 2 0 1 9 .
T N C PA i s r e s p o n s i b l e f o r i n v e s t i g a t i n g a n d a d j u d i c a t i n g c o m p l a i n t s o f m i s l e a d i n g
a d v e r t i s e m e n t s i n Ta m i l N a d u .
Yo u c a n a l s o f i l e a c o m p l a i n t t h r o u g h t h e G A M A p o r t a l , w h i c h i s a g o v e r n m e n t
portal for filing complaints about misleading advertisements.

To f i l e a c o m p l a i n t , y o u w i l l n e e d t o p r o v i d e t h e f o l l o w i n g i n f o r m a t i o n :

The name of the advertiser

The name of the product or service
The date and time when you saw the advertisement
T h e m e d i u m i n w h i c h y o u s a w t h e a d v e r t i s e m e n t ( e . g . , T V, r a d i o , p r i n t , o n l i n e )
A detailed description of the advertisement, including the specific claims that you
believe are misleading
Yo u c a n a l s o a t t a c h a n y s u p p o r t i n g e v i d e n c e t o y o u r c o m p l a i n t , s u c h a s s c r e e n s h o t s
of the advertisement or reviews from other consumers.
Thank You