Does this advertisement make my butt look big?
I think weโre all aware, business owners and marketers alike, about the dangers of false advertising and misleading statements. Not only do you cop big fines, but your brand suffers too. You lose your customers trust, and that is something thatโs difficult at bestย to get back. But what exactly is a misleading statement?
If youโre in retail and a customer walksย out in a pair of jeans andย asks you โDoes my butt look big in
Marketing Magย recentlyย reported that a Holden dealership in Victoria was fined $13,200 by the ACCCย for false advertising/misleading representation. Thatโs almost the cost of a new Holden Barina!
Apparently the Holden dealership in question was offering Free Extended Lifetime Mechanical Warranties for all new and used vehicles bought from the dealership during a three-day-sale. However, this warrantyย was only valid until the vehicle reached 175,000 kmย orย went through $3000 worth of claims. Hence the ACCC found that the statements made in the advertisements (appearing in the Herald Sun, The Age and the dealerโs website) were โmisleading representationsย about the existence, exclusion or effect of any condition, warranty, guarantee, right or remedy.โ
โThis matter is a warning to the motor vehicle industry that dealerships need to be truthful in their advertising and avoid exaggeration when promoting vehicles. While dealerships are free to offer extended warranties to customers, their advertising of such warranties must be accurate. Misleading statements must not be used to bait consumers,โsaid ACCC chairman Graeme Samuel.Letโs be honest, theyโre pretty spot on. A lifetime is hardly 175,000 km; and $3000 worth of claims could be taken out in a single accident. A customer who bought a car partially because of the warrantyย would feel cheated; by the dealership and even by the manufacturer, Holden. False advertising like this just crushes everyone involved, for certainly the dealership would be turning to their marketing and advertising agency and asking why the hell nobody picked it up.
As marketers, business owners, managers and even as consumers we need to be aware of the impact false claims can have on everyone involved.ย So in your next advertising campaign make sure you ask the question: Is this going to make my butt look big? That is; is this going to make my company look bad? If you think the answer may be yes, talk to your marketing team.
Because no one wants their butt looking big.
