This is not false advertising (if the print shows everything) but I would consider it deceptive advertising if the font size of the per-item price is not close to the same font size of the Buy-X-For-$Y

What has always bugged me about these it how I can tell that buy-2-for-$4 is the same as buy-1-for-$2 unless I check at the register...which is a pain if I have a full shopping cart and have to monitor dozens of these things while I'm unloading the cart...I'd rather have a customer-scanner hooked up to their POS system so I can check before I stick it in my cart. Of course, if I consistently see errors or deceptions, I stop shopping there unless it really has great prices compared to others (which I never find at the Mega Stores like Von's/Safeway, Albertson's, Ralph's)

Related...when those MegaStores first started offering their card programs, they actually had good deals if you issued your card. Then they realized they could raise the prices and offer a discount with the card so you pay the "regular" price and it seemed like a deal. At this point, I rarely buy anything at those stores unless I need it and can get the "regular" (aka card price) because I can usually get a better deal at the local non-Mega grocery store which has fresher produce at a better price (but I often have to sort through to find the matching quality items.)