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Get $3 off, $5 off, Free Food … It’s Not that Simple

ssmeat1Advertisers are fond of promoting an offer, seemingly simple in terms, that promises the customer a genuine bargain. What is annoying is that they sometimes tend to leave out a key qualification or catch in the original ad.

Here are three examples.

Advertisement #1

This ad is from the large supermarket chain in the northeast, Stop & Shop.

The lucky reader is being given a chance to get $3 off on any fresh meat. Even when one clicksthrough [see excerpted webpage below], the offer still seems to be as advertised — $3 off, period.

ssmeat21

Only when you go to print the coupon does the truth emerge.

*MOUSE PRINT:

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It certainly is a bit of bait and switch to promote getting three dollars off without in each instance stating clearly that the true offer is three dollars off a $15 purchase of meat.

Advertisement #2

Email ads tend to take a few too many liberties when they use deceptive subject lines, or the content of the email itself promotes the offer in a misleading way.

Pizzeria Uno recently sent out an email saying if you became a “fan” of theirs on Facebook, you would get a $5 off coupon:

Seems like a no-strings attached offer, right? Only after you become a fan of Uno on Facebook, do you see a small disclosure:

*MOUSE PRINT:

Where did the $15 minimum purchase come from? There was no mention of it all in the email. Isn’t this offer really, “Become a fan of Uno on Facebook, and you will get a coupon for $5 off a $15 purchase”?

Advertisement #3

In an email from a small mexican restaurant chain in New England comes this offer:

Great, a free appetizer. I’ll head right over. Trouble is when you go to print the coupon, you learn the truth:

*MOUSE PRINT:

You need a $10 minimum purchase in order to get your freebie. Isn’t the offer really, “Spend $10 at Margarita’s, and get your choice of a free appetizer or dessert”? And, shouldn’t it be advertised that way?

Failure to disclose a material fact in advertising is considered an unfair or deceptive practice under state consumer laws around the country. It is high time that advertisers played straight about these “free” offers. It is just as important to state the requirement, as it is the free bonus.

Incidentally, after Mouse Print* pointed out the problem with their email offer, Margarita’s changed the way they email such offers to include the qualifier “with a $10 purchase.”

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Filene’s Basement Going Out of Business Sale Shenanigans

It is with a note of sadness that we say goodbye to Filene’s Basement — a Boston bargain institution since 1909. It was most famous for its automatic markdown policy whereby prices were reduced by 25%, then 50%, then 75% for each week the goods remained on the floor after the first couple. Eventually, any leftovers were given to charity.

Syms bought the chain after it filed for bankruptcy in 2009, and now Syms itself, along with Filene’s Basement are in bankruptcy again. This time, it will be a total liquidation of the two chains. And that means a huge going out of business sale, just in time for Black Friday and the Christmas selling season.

Here is their first going out of business ad:

What you can’t see too well is that fine print line at the bottom of the ad that says:

*MOUSE PRINT:

“Additional non-Filene’s Basement merchandise, of like kind and quality, has been procured and added to the sale.”

Historically, when stores go out of business, a liquidator comes in and conducts the sale. Amongst the anti-consumer practices of some liquidators is the adding of “outside goods” to the stock of merchandise that belonged to the company going under. In essence, the liquidator was using the lure of the magic words “going out of business” to sell goods OTHER THAN THOSE that were in distress. Some states, like Massachusetts, forbid the adding of outside goods to such sales because of the inherent deceptive nature of so doing. (Most consumers would not be able to tell which goods came from the bankrupt seller, and which had been added. Often the quality of the added goods might be different from what the store was known for, and those goods were affixed with price tags showing regular prices that were never charged.)

Several states’ Attorneys General (bless you) objected to the liquidators’ plan to bring in outside goods and to their request to have state going out of business laws set aside, and explained it to the court this way:

“The States have a general concern that GOB Sales have increasingly become a means by which liquidators rent the façades of distressed companies to sell their own goods, rather than merely serving as agents to liquidate the debtors’ goods. Bankruptcy is about distributing the debtor’s estate, not facilitating an ordinary course of selling liquidators’ merchandise peddled from sale to sale.”

To make a long story short, all the parties came to an agreement, and the judge ordered that all advertising contain a disclaimer like the one above, and that the outside goods be identified as not really from Filene’s Basement.

None of this complies with some of the states’ going out of business laws, and the judge approved loosey goosey language that leaves in question whether those tougher laws will prevail.

So, the closing of Filene’s Basement really is a lose, lose, lose situation for consumers, employees, and competitors, but not for the liquidators.

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Retailers’ Ads Defy Webster’s Dictionary

These ads will make you do a doubletake because retailers have a funny way of defining commonly understood terms.

*MOUSE PRINT: Your idea of what’s “fresh” may differ from theirs:

fresh


*MOUSE PRINT: Your idea of a “one day” sale may differ from theirs:

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*MOUSE PRINT: Your idea of a “solution” to the crime problem may differ from a Washington state car dealer who is offering this giveaway with every new pickup truck purchased:

gunsfree

[Thanks to JMG for the gun ad submission.]

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