FEBRUARY 2010

Be Careful With Your Advertising

Dr Michael Schaper, ACCC

A good rule of thumb with advertising, says ACCC Deputy Chairman Dr Michael Schaper, is to tell your customers what you"d like to be told yourself as a consumer. Be honest and reasonable, and don't make promises or claims you can't fulfill. Over-promising, inaccurate two-price advertising and "bait" advertising without the goods to back it up can all be misleading conduct and a breach of the law. State consumer protection bodies and ultimately the ACCC can all take action and impose penalties. And the risk to your business reputation from prosecution can prove even more damaging than the financial penalties imposed.