ACCC updates advertising guide

By AdNews | 17 April 2014
 
One of the holiday deals advertised on Scoopon.com.au.

The competition watchdog has released an updated version of its Advertising and Selling Guide with new advice relating to "was/now" pricing claims, and online marketing channels including social media, reviews and group buying.

The Australian Competition and Consumer Commission says the move comes after recent Federal Court enforcement actions – one penalising jeweller Zamels $250,000 for misleading "was/now" or "strikethrough" claims.

In another case, the Court hit Scoopon with a $1 million fine for misleading businesses about the cost or risk of running a deal on the site, and consumers about their refund rights and the price of goods advertised in some deals.

ACCC deputy chair Dr Michael Schaper said: "Truth in advertising is not just a slogan, it’s the law. The Australian Consumer Law aims to put businesses on a level playing field by requiring them to truthfully advertise their goods or services.

"Nor can they try to get an unfair advantage over other firms by misleading their customers. Whether on television, radio, the internet or print media – businesses must ensure their advertising and selling practices comply with the law."

The revised guide provides advertisers and agencies with detailed information about how consumer law applies to their specific selling and promotional activities, with examples and links to case law summaries of relevant ACCC enforcement action.

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