Everyone enjoys a good sale offer, but what do you do when you walk into a store and learn that it is a phony, and instead of a flat 70% you see a small 20% off rack? End-of-season sales just ended, and it turns out too many stores played the same strategy this year. Hence, CCP has decided to take action against this clickbait marketing strategy.
The CCP’s Market Intelligence Unit conducted a random survey in Islamabad and Rawalpindi. The survey revealed that the highest discounts were only on a small selection of less popular items, while popular products had little to no discount. This gap between advertised and actual discounts caused confusion among customers.
Though most were false, some brands were offering genuine flat discounts with clear disclaimers. The commission appreciated that, and has advised all brands to be honest in their advertising, clearly disclosing real discounts and the specific items on sale.
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Brands violating these guidelines could face enforcement under Section 10 of the Competition Act, 2010. Consumers are encouraged to stay alert and carefully check sales offers to avoid falling for these tactics.
The Competition Commission of Pakistan (CCP) has taken action against misleading discount practices during “End of Season Sales.” 20 stores have been asked to clarify their ‘up to X percent off’ offers. These offers are often false, and deceptive. They show large sums of discounts being offered, when in reality most popular products are at full price. Most stores divide their stock into new arrivals and old pieces, and the new arrivals are always at full price.
This tactic, known as ‘Bait and Switch Advertising,’ is a way to lure customers in with promises of great deals. Unfortunately, in reality, the discounts are often disappointing.
The CCP remains committed to promoting fair competition, improving economic efficiency, and protecting consumers from unfair marketing.
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