Photo by Nicola Barts
Bait-and-switch marketing tactics have long been a thorn in the side of consumers, leaving them feeling deceived and frustrated. This morally questionable sales technique involves enticing customers with promises of quality products or unbeatable prices, only to switch them out for something else entirely once they’ve taken the bait. It’s a form of retail sales fraud that undermines trust and damages reputations.
Here are five things to know:
Bait and switch is a deceptive marketing and sales strategy where businesses lure customers in with enticing offers, only to substitute them with something less desirable or more expensive. This often involves false advertising, where the seller never intended to provide the advertised product or service at the promised price or quality.
Bait and switch is a fraudulent marketing and sales tactic. It involves offering a prospective customer what seems like a great deal and then, when they take the bait, switching the promised product, service or price out for another, according to Investopedia.
For a sales tactic to be bait and switch, there must also have been an advertisement that promised you something that the seller never intended to give you. In a true bait and switch scam, the seller never had any intention of selling you the advertised bait.
Several common tactics are used in bait-and-switch schemes, including not stocking advertised items, offering excuses for unavailability or price discrepancies, presenting inferior alternatives, and using misleading or ambiguous language in advertisements. These tactics are designed to manipulate customers into making purchases they wouldn’t otherwise make.
Bait-and-switch tactics are often used to sell electronic items like TVs, computers, digital cameras, and audio equipment. It’s also common in the auto industry, according to Electronic Voice Services.
It’s important to distinguish between bait and switch tactics and legitimate marketing strategies. Pricing errors, limited quantities, and crafty language in ads can sometimes resemble bait and switch but may not necessarily be fraudulent. Genuine promotions should disclose any limitations or conditions upfront to avoid misleading customers.
Bait and switch is illegal and constitutes false advertising under consumer protection laws such as the Lanham Act. Businesses engaging in bait-and-switch tactics may face fines, legal action, and damage to their reputation. Consumers who fall victim to bait-and-switch scams have legal recourse to seek refunds, damages, or other remedies, Legal Match reported.
Under the law, businesses can’t propose selling an item at a certain price or quality if it doesn’t actually intend to do so.
The Federal Trade Commission, or FTC, is responsible for monitoring advertisements and enforces laws regarding false advertising.
To avoid falling prey to bait-and-switch tactics, consumers should ask questions, request details in writing, and take notes during interactions with sellers. Seeking transparency and clarity in promotions, understanding the terms and conditions, and being wary of overly enticing offers can help consumers steer clear of deceptive practices, advises Electronic Voice Services.
Photo by Nicola Barts, https://www.pexels.com/photo/upset-black-businessman-with-hand-on-face-7925789/
