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ARTICLE · 06 OCTOBER 2009

OFT Announces Study Into Misleading Advertising And Pricing

Speechly Bircham LLP
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The OFT is seeking to address the question as to whether the flexibility of online trading is advantageous or detrimental to consumers with its study into advertising and pricing.

United KingdomMedia, Telecoms, IT, Entertainment
Alex Carter-Silk
Alex Carter-Silk
Suzy Schmitz
Suzy Schmitz

The OFT is seeking to address the question as to whether the flexibility of online trading is advantageous or detrimental to consumers with its study into advertising and pricing.  The study will, amongst other aspects, examine which advertising and pricing practices are most detrimental to consumers.  The study will target pricing policies such as 'drip' and 'bait' pricing and the ability of consumers to find alternative products, especially in the online marketplace.

The study will be of particular interest to brand owners with an online presence, but should also attract the attention of any party which markets its services or products to consumers. The scope of the study is still to be confirmed, but there have been indications that the following will be investigated:

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