Deception: a threat to consumerism

In today's competitive era wherein every company is trying its best to prove its worth by claiming to be the best and superior in the industry, gaining and sustaining competitive advantage is a challenge for all. Operating in a dynamic environment that is plagued with complexities and uncertainties, many organizations are adopting and offering lucrative value propositions to consumers. Faced with technological advancements, higher customer expectations, a host of new media channels and pressure to deliver more with less, marketers are innovating new strategies to communicate with their existing and prospective customers.

With the rise of consumerism and consumer emerging as the ultimate decider for the success of a product, the marketer is now creating an opportunity to satisfy the customer through better service, quality products, and constant communication with potential customers.

Further due to this cut throat competition for sustainable growth marketers are striving hard to break the clutter by luring consumers with attractive offerings and many are making false claims and providing misleading, indecent, wrong information to customers a clear threat to consumerism.

This article focuses on highlighting the meaning and types of deceptive advertising practices adopted by organizations to lure consumers along with examples of various deceptive advertising campaigns withheld. It also includes the legislations, laws, types and purpose of regulatory bodies in India to curb deception and false claims in advertising.