Consumers are exposed daily to a multitude of commercial messages in various formats, offering products and services through brochures, catalogs, posters, storefronts, TV and radio ads, internet advertising, social media, etc. Sometimes, the advertising that reaches us can be illegal for being unfair, misleading, and aggressive.
The Directorate General of Consumer Affairs of the Andalusian Regional Government highlights behavioral guidelines or recommendations to know how to act appropriately in response to advertising messages. All information disseminated by a company in its advertising must be accurate and sufficient so that the consumer can make an informed purchasing decision.
One of the most recognizable messages is that of aggressive advertising. Above all, products or services should not be purchased impulsively based on advertising, but by reflecting on the need to buy that product or hire the service.
We must meditate and make the decision to purchase consciously and freely, and therefore, we must not be swayed by aggressive advertising – for example, during sales periods – indicating that there are very few items for sale, that the offer is short-lived, that it is a unique opportunity, or similar formulas. We must be vigilant when we receive messages like «advertising valid until stock runs out,» «limited units,» «Offer/price valid except for typographical errors,» or «while supplies last.»
Everything stated in advertising is binding, meaning it must be complied with by the company. For this reason, it is essential to keep all advertising documentation, as it could be very useful as evidence in potential claims.
If gifts are offered with the product or service in advertising, or if we see that prices are unreasonably low (or even free), we must exercise special caution and carefully read the conditions to which these gifts or promotions are subject.
There are advertising conduct rules that companies voluntarily accept and are known as self-regulation codes. Self-regulation must be truthful, legal, honest, fair, and beneficial for consumers, companies, and the market in general. It also provides consumers with a mechanism like the Advertising Jury, a free, agile, and effective system for processing advertising-related complaints. Once a company has accepted a self-regulation code, compliance with the established rules is mandatory.
Any individual consumer with a legitimate interest in challenging certain advertising from a company subject to self-regulation mechanisms has the right to use those mechanisms.
