Consumer Tips - Misleading Advertising
As part of its goal to provide consumers with competitive prices and product choices, the Competition Act prohibits a number of marketing practices.
Consumers may complain to the federal government about any of these practices even when they have no intention of buying the product.
- Misleading advertising occurs when a representation related to a product or service is materially false or misleading in order to persuade the consumer to buy it.
- Double ticketing (charging the higher of two prices) occurs when a seller represents two or more prices on a product or service and the consumer is not charged the lowest price.
- Pyramid selling is a multilevel marketing plan that uses certain specific deceptive means to obtain money.
- Bait and switch occurs when a seller attracts customers by advertising a certain product or service at a bargain price, but is not for sale in reasonable quantities and persuades the customer to purchase a more expensive item.
Consumers may contact the Competition Bureau to file a complaint or obtain additional information at 1-800-348-5358. You may also contact your provincial or territorial consumer affairs office. When the matter relates to food labelling or advertisement, contact the Canadian Food Inspection Agency.
Consumers who make a purchase are also protected by laws that prohibit unfair or deceptive trade practices.
Please also see the sections on:
Finally, you have the option of complaining to a non-governmental body, Advertising Standards Canada. It is made up of advertisers, representatives from advertising agencies and the media, and consumers. It discourages false or misleading advertising by its members through codes of behaviour.
Advertising Standards Canada175 Bloor Street East, South Tower, Suite 1801
Toronto, ON M4W 3R8
Tel.: (416) 961-6311
Fax: (416) 961-7904
Email: info@adstandards.com
Website: www.adstandards.com
