Bait advertising, or bait-and-switch, is known as a misleading and illegal advertising or sales model that involves fake publications, promotions and the offering of products and services. It refers to an appealing offer that attracts customers by hiding the details of the seller. The purpose of this type of advertising is to change the goods that have been offered to them from the beginning, that is to say, they innocently buy a product that has been previously shown to them, but when receiving their package they get a totally different item. This technique is used by scammers with the aim of selling another item at a higher price. One of the main goals of bait advertising and sales is to lure customers interested in the “fictional” products being offered on the Internet. However, advertisers must make sure that each ad complies with the legal and social rules advertising plays by. Most marketing specialists strive to maintain open and honest communication with consumers to generate confidence among them when buying a product or service. On the other hand, due to a high number of online scams, authorities have developed laws and regulations in the public policies to govern advertising activities. For instance, laws in the United States have established that companies should avoid the use of false or misleading advertisements. Sellers also have the legal obligation to avoid bait-and-switch advertising that deceives consumers. At social level, sellers must comply with the social regulation in which they cannot use types of advertising that might offend ethnic groups, racial minorities or groups with special interest. There have been multiple cases in which TV ads have been taken off the air for failing to comply with regulations, at both social and legal level. Deceptive advertising is considered an unethical act as no product can be advertised if is not available for sale. This being said, the laws that prohibit the use of bait-and-switch advertising according to the Electronic Code of Federal Regulations (e-CFR) are explained below.
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