SS2 Commerce Lesson Note on Consumer Protection in Advertising

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CONSUMER PROTECTION IN ADVERTISING.

Reasons for protecting the consumer

1. Advertising employs many scientific and electrical devices which tend to over exaggerate the quality and effectiveness of products and services.
2. Modern technology has resulted in the production of many varieties of similar goods. The strong claims made by advertisers on these goods can be misleading.
3. Advertisers compete against one another, and so there is the tendency for them to make false and misleading claims just to ensure that their goods sell better than their counterpart.
4. The packaging of products which is also an advertising device, is another factor that can mislead the consumer who may think that the product is as good as the container.

Ways of protecting consumers in advertising.

Advertising is subject to restrictions in various media in order to protect the consumer. Ways of protecting the consumers in advertising include:

1. Code of advertising practice: The code must be adopted by all organizations operating advertising media, e.g. press, cinema etc. The code states that no advertisement contravening it will be accepted. The advertising code covers the following:
2. 1. Public decency.
   2. Exploitation of superstition
   3. Misleading descriptions and claims

2. Establishment of advertising practitioners Council of Nigeria. This is an industry-wide body concerned with the overall regulations and proper conduct of advertising in Nigeria. The AAPN is a member of the council.
3. Establishment of professional Group: The Association of Advertising practitioners in Nigeria (AAPN) was established to regulate the practice of advertising. A code of conduct for members and a code of standards relating to the advertisement of medicine and treatment have been developed and put in place for practitioners.
4. Statutory Council: Many laws have been promulgated to regulate advertising practice and protect the public from deceptive advertising and exploitation. These laws or legislations include:
5. 1. Sales of goods Act 1893
   2. Copyright Act 1956
   3. Obscene Publications Act 1959
   4. Trade Descriptions Act 1968
   5. Indecent Advertisement Act 1889.
   6. Advertisement Act 1967

5. Consumer Education: In order to protect the consumer against misleading advertisement, they must be well educated about the choice of goods and services as well as their rights. This is the reason for the formation of a consumer association
6. Television Act 1954: This act attempted to establish control over advertising in such a way that advertisements would be inspected before they are shown to the public.

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