Pizza Hut is kicking off the new year with a $10 deal: “Any Pizza, Any Size, Any Crust, any Toppings — $10”.
What isn’t obvious is the catch in the disclaimer:
*MOUSE PRINT:
*MOUSE PRINT: And in some ads, this disclaimer is used:
When “all” does not mean “all”, wouldn’t it be nice if advertisers didn’t use that term? At least in Massachusetts, starting today (January 4, 2010), the Attorney General’s Retail Advertising regulations are changing to make illegal disclaimers that contradict the meaning of the primary claim:
“It shall be an unfair or deceptive act or practice for a seller to use a disclosure set apart from the primary claim to which it refers, such as by use of an asterisked footnote, if such disclosure imparts a meaning that contradicts or materially alters the meaning of the term, statement or claim to which it refers.” 940 CMR 6.01
Whether this advertisement’s disclaimer rises to the level of being illegal is an open question.
Thanks to Thomas G. and Lauren B. for the story idea.