How to make sure you don't mislead consumers: ACCC

by AB22 Apr 2014
The Australian Competition and Consumer Commission has revised its online guide to advertising and selling, to educate businesses about their legal rights and obligations when promoting their products and services.

The revised publication provides businesses and their advertising and selling agents with detailed, practical information about how the consumer law applies to their specific selling and promotional activities.

“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,” ACCC deputy chair Dr Michael Schaper said.

“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.”

Other new content in the guide includes tips for businesses on the use of online marketing vehicles such as social media, online reviews and online group buying.

ACCC has recently being cracking down on misleading home loan comparison sites, a move which was welcomed by the Mortgage and Finance Association of Australia.

“Businesses must ensure that consumers are not misled about the savings they can achieve,” Schaper said.

The guide includes examples of business behaviour that is likely to breach the law as well as links to further information such as case law and summaries of relevant ACCC enforcement action.

See the guide: Advertising & selling
 

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