When starting a business, we need to ensure that we’re able to advertise our website to be able to make a profit. However, a business needs to ensure that it’s operating in the right way when it comes to advertising.
Although advertising is designed to outline the benefits a product or service offers makes sense, it’s important that any advertising doesn’t try to mislead customers for example, Willsha Pools who offer pool construction information through their website is a great example of a brand that delivers a clear message to their target audience through they website. As such, there can be several factors to consider when planning a marketing strategy for your business.
Understanding How the Federal Trade Commission Works
For all the companies that operate within the letter of the law, there are those who will look to mislead customers in a bid to make sales. Evidently, this can lead customer to she dissatisfaction with the service and will want to ensure that no one else falls victim.
In this instance, the incident will be reported to the Federal Trade Commission, often abbreviated to FTC. In most cases, the FTC will often look to resolve the issue by informal means, which will often outline the issue, and instruct the company in question to change the advertising.
In more serious instances, the FTC could enforce a court order to stop an advert while an investigation is being carried out.
Avoid Bait-and-Switch Advertising
Following on from understanding how the Federal Trade Commission Works, a business needs to ensure that its advertising is ethical. There will be some companies, who try their luck, but those looking to grow and expand need to avoid immoral approaches when it comes to advertising.
The FTC describes bait advertising as a product or device that the company doesn’t intend to sell. For example, a cheap product could be initially offered to the customer, but only with the viewpoint of upselling to the customer.
Of course, there will be times when a certain product is no long n stock, but if an alternative is going to cost more, then it’s vital that the company is completely transparent about the options available.
Ensure You Check Inventory on a Regular Basis
Running out of inventory is something every business will have to contend with at some point, but it’s important that our advertising is in line with our inventory.
Although there is nothing wrong with offering discounts on popular items, a business does have to ensure that it not falling into the false advertising category by not having enough inventory to satisfy consumer demand.
Does Your Company Offer Eco-Friendly Products or Services?
We’ve probably all seen advertising that promotes the eco benefits of a product or service, but not all of the claims being made are necessarily true. Reducing the carbon footprint is second-nature to many people nowadays, and people will be keen to invest in a product or services that benefits them and the environment.
However, those who re using terms such as ‘green’ and ‘eco-friendly’ could find there are legal ramifications if the terms are being misused.
Of course, a customer using the wrong terminology won’t always have sinister motives, in some instances it could be unsure.
In this instance, it can be advisable not to take the manufacturer at face value and make your own checks to ensure that the advertising of the business isn’t seen as misleading.
As such, the business should refer to the Green Guide that give guidance when handling allegations of false advertising.
Avoid ‘Going Out of Business’ If Possible
When starting a business, the last thing on any business owner’s mind is a liquidation sale, but they do occur and do attract budding shoppers. This has led some companies to employ the tactic on regular basis. The term ‘going out of business’ can sometimes be applied in the wrong context, and it’s nothing more than a stock clearance.
This statement misleads customers as they believe that the company will be no longer in a few weeks, when in fact it will be trading as usual.
Not only does this cause some mistrust between a business and its customers, it could also mean that the business must answer some false advertising claims as well.
Don’t Offer What Can’t Be Delivered
There will be times when customer expectations aren’t met due to unforeseen circumstances, and with the right approach, can often be remedied quickly.
Similarly, if a business is advertising a service that if often not possible, then this also falls under the false advertising umbrella.
Wen customers place an order, they must be given clarity as to when they can expect their order. If a company states that delivery will be made within 24 hours, but it actually takes several days, then this is seen as misleading.
If a business is promoting its quick service, then it needs to ensure that the right structure is in place when dealing with customer orders.
False advertising can apply to several different scenarios, but it will always be when the customer has been deceived or misled in some way. While there will be instances where a customer may ne mistaken, a business must ensure that its advertising is truthful with no hidden agenda.
Many business owners may already know how to structure their marketing in the right way, but those who unsure should seek the services of a legal specialist that deals in advertising law to ensure there are no ramifications later on.