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Read the fine print

By IVAN PENN, The Consumer's Edge
Published December 29, 2007

ADVERTISEMENT [Steve Madden | Times]

If there has been any single bit of advice I have written most often in this space over the past year, it is urging consumers to read the fine print.

Whether on gift cards, food labels or big-ticket items, it is the fine print or the failure to read it that all too often lands consumers into a pickle.

Of course, this is not simply the fault of consumers. Often, it is deceptive trade practices by businesses that lure consumers in and saturate them with information too voluminous to digest.

Well, it appears that our friends in the United Kingdom are taking issue with "small print overload," says out-law.com. -- Government researchers found that people "glazed over" some words and phrases, such as "The Consumer Credit Act of 1974," out-law.com reported. Apparently, neither the researchers nor most consumers had any notion about what that credit act was. (That's because most people would pick playing Russian roulette over reading a government "Act").

Well, the U.K. researchers recommended, among other things, that information be tested on consumers before being used on products.

First, the U.K. should be applauded.

Second, to the United States: Take note.

Let's be real. Tiny type serves only the interest of the Greedy Family (companies that aren't consumer friendly).

"There have been advertisements for rebates, (but) no one could really read it," says Deborah Berry, of Pinellas County Consumer Protection Agency. "On the television advertisements, you can't read that fine print. It's going too fast."

Our legal system has cracked down on some companies for deceptive trade practices.

DirectTV reached a $5-million settlement with the state in 2005 for "misleading and deceptive advertising practices" related to promises made in large type for services that were modified or negated in "extremely small, unreadable print," the state Attorney General's Office said.

A month ago, the attorney general settled with Bill Heard Chevrolet of Sanford and Bill Heard Chevrolet of Plant City over "potentially unfair and deceptive business practices" in advertisements and mailers that contained "numerous misrepresentations."

And this month the state announced a settlement with CVS Pharmacy over potentially misleading advertising in Extra Care Rewards Program, after complaints were filed with the attorney general. CVS promises "to clearly and conspicuously alert potential customers of the conditions and limitations of any offer."

Since our country is leaving it up to the morals of business executives to follow consumer-friendly practices, I figured consumers might need some other tools to protect themselves.

So here's the edge, courtesy of Pinellas consumer protection:

• Avoid impulse buying. "Retailers have the upper advantage if people buy on impulse," Berry says.
• Check consumer resources such as Consumer Reports before buying a product. "You're in control until you purchase the item," Berry says.
• Don't just trust the merchant and don't be lazy. Reading the product information could save you a bundle. "If (merchants) don't want to let you read it, don't buy it," Berry says.

Ivan Penn can be reached at ipenn@sptimes.com or (727) 892-2332.

[Last modified December 29, 2007, 00:01:08]