bait advertising

Definition:
The practice of advertising a product or service solely in order to attract customers to the point of sale, where they can then be persuaded to buy something else. The Advertising Code that is part of the BRITISH CODES OF ADVERTISING AND SALES PROMOTION says: 'Advertisers must not use the technique of switch selling ... criticise the advertised product or suggest that it is not available and recommend the purchase of a more expensive alternative ... place obstacles in the way of purchasing the product or delivering it promptly'. The ITC CODE OF ADVERTISING STANDARDS AND PRACTICE warns, in a rule relating specifically to mail order and direct response advertising: 'It will be taken as prima facie evidence of misleading and unacceptable bait advertising for the purpose of switch selling if an advertiser's sales representatives disparage or belittle any cheaper article advertised or report unreasonable delays in obtaining delivery or otherwise put difficulties in the way of its purchase.' The RADIO AUTHORITY ADVERTISING AND SPONSORSHIP CODE makes no specific mention of bait advertising or switch selling.

Cross-References:
[ITC Code of Advertising Standards and Practice] [British Codes of Advertising and Sales Promotion]

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