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Released: December 04, 2012
Attention shoppers: Watch out for ‘up to’ savings claims
Source: Herb Weisbaum, Today (MSNBC)
Can a truthful advertising claim be misleading? The latest research into ads that use the “up to” claim indicates it is possible.
An ad that says “Save up to 60 percent on all sweaters in stock!” is simple and straightforward. It would seem hard to misunderstand. There’s no hidden disclosure or fine print. The ad says every sweater in the store is on sale and some are 60 percent off.
But that’s not how a lot of shoppers would interpret this claim. They believe the ad says all or most of the sweaters are discounted 60 percent.
Read Full Article: Attention shoppers: Watch out for ‘up to’ savings claims
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