Recent Advertising Law Developments: Puffery, Misleading Claims And ACCC Responses

Claims of being the "World's Most Experienced" a problem?

The British Advertising Standards Authority is investigating advertisements run by Qantas in Britain containing the claim "The World's Most Experienced Airline". Is this not simply puffery and be left to stand? But would the issue have been raised except by a British public in response to an Australian company promoting its wares?

The ACCC looking for two-price advertising in the bed industry

The ACCC recently announced that it would be reviewing advertising in the bedding industry to determine whether retailers are legitimately using two price advertising. Two price advertising is generally in the form of "$1,999/now $1,299" or "$1,999 $1,299". As the Chairman of the ACCC notes, this represents that "the current price is less than they would have paid previously or what they will pay for it in the future". It is misleading if that is not the case. All two price advertising should therefore be used