'Mouse Print' Reveals 'Gotcha' Fibs in Advertising

Article excerpt

Mouse print: It's the catch, the gotcha, the bait-and-switch.

It's print advertising's tiny type, fit for reading by mice, or a speed-talked disclaimer on television or radio that often makes an advertised claim false or misleading.

"FREE BOX OF CORN FLAKES ... with purchase of a box at regular price."

Companies selling cable TV packages, cellphone service, restaurant food or just about any type of retail good or service might be guilty of it, said Edgar Dworsky, a former deputy attorney general in Massachusetts, who tracks such advertising fibs at MousePrint.org.

"Companies like to put the happiest face on their claims, but they know if they really told the truth in the big print, people would be less interested in the offer," said Dworsky, also founder and editor of ConsumerWorld.org.

Marketers think it's OK to say almost anything in an ad as long as they reveal the truth with an asterisk, Dworsky said. A fair advertising rule would be simple: "The fine print can't change the meaning" of a primary claim, Dworsky said. "But unfortunately, I see advertising that does this every day."

Here are questions and answers about mouse print:

Q Where am I likely to find mouse print?

A It's all over the map, Dworsky said. "If they advertise, they probably have fine print. I can't say one industry does it more than another."

Recent examples include Best Buy's new policy to match online prices, which sounds great. Fine print reveals Best Buy will match prices of a few specified online retailers and only on certain categories of products. That will exclude some of the best sale days, such as Black Friday.

Others are T-Mobile's "unlimited nationwide 4G data" service, which comes with limitations; Excedrin pain reliever products marketed under three names but containing the same active ingredients; and an Avis offer for $30 off "your next Avis rental," which applies only to a weekly rental, fine print reveals.

The inside back cover of Consumer Reports magazine, in a section called "Selling It," is another great source of mouse-print revelations. Examples include the Tiki Island King Windfighter torch, which claims it "Stays Lit In The Wind." Yet the fine print cautions, "Do not use in windy conditions."

A box of Royal brand instant pudding shows the flavor in big letters as "pistachio" with a picture of nuts in the green dessert. The fine-print ingredients reveal the nuts are diced almonds, the flavor artificial and green color from yellow and blue dyes.

A TV ad for Western Sky Financial offered loans of up to $5,000. The small print states, "The APR for a typical loan of $5,000 is 116.73 percent with 84 monthly payments of $486.58." Notes Consumer Reports: "So if you take $5,000 and pay the loan back over seven years, you're out $35,872.29."

Be skeptical of sale prices. A "30 percent off" sale seems like a good deal, but you have to ask, "30 percent off what? …