Deceptive pricing practices have become a growing concern in the consumer market. Traders often mislead consumers through fake sales and discounts. To address this issue, the Competition and Consumer Protection Commission (CCPC) has implemented regulations. These regulations require traders to accurately display the lowest price a product was on sale for in the previous 30 days when announcing price reductions.
However, some traders fail to comply with these regulations. They use tactics like inaccurate prior prices or recommended retail prices that were never actually offered for sale. Online retailers also employ manipulative tactics, such as ‘dark patterns,’ to influence consumer choices.
This article explores the various deceptive pricing practices used by traders. It also examines the role of the CCPC in monitoring and enforcing regulations to protect consumers from being misled.
Misleading Pricing Practices
Misleading pricing practices, such as inaccurately displaying the prior price of a product or using recommended retail prices that were never actually offered for sale, have been identified as deceptive tactics used by traders to mislead consumers, which is an offense under the regulations.
Traders are required to display the lowest price a product was on sale for in the previous 30 days when making price reduction announcements. However, some traders fail to accurately show the prior price of a product.
Additionally, traders cannot use a briefly increased price as the prior price in their price reduction announcement. To further mislead consumers, long-period price reductions can be misleading if the product has not been sold at the original price for a long time.
Furthermore, traders sometimes use recommended retail prices that were never actually offered for sale, which is a deceptive practice and against the regulations.
The Competition and Consumer Protection Commission (CCPC) has prioritized the enforcement of sales pricing and will engage with businesses and take enforcement action if necessary.
Online Shopping Manipulation
Online retailers employ manipulative techniques to influence consumer behavior when shopping online. These tactics, known as ‘dark patterns,’ are designed to create a sense of urgency and encourage quick decision-making.
Activity messages that show what other people are doing on the website create a fear of missing out, while related high-demand messages further heighten the sense of urgency. Additionally, low-stock messages push consumers to make immediate purchases.
Unscrupulous online retailers also use nagging pop-ups and confusing language to distract and confuse consumers, leading them to make impulsive buying decisions. These manipulative practices are aimed at increasing sales and profits for the retailers, often at the expense of the consumers’ best interests.
To protect consumers from such deceptive tactics, regulatory bodies like the Competition and Consumer Protection Commission (CCPC) need to actively monitor the market and take enforcement action against businesses that mislead consumers.
False Hierarchy and Confirmshaming
False hierarchy techniques are commonly used by retailers to manipulate consumer choices and influence their decision-making process. These techniques involve making one option stand out more through various means, such as placement, size, or color. By strategically emphasizing a particular option, retailers can steer consumers towards making a specific choice.
Another deceptive tactic known as confirmshaming is also employed to influence consumer decisions. Confirmshaming involves using wording that makes consumers feel foolish or guilty for declining a certain option.
Both false hierarchy and confirmshaming tactics exploit psychological biases and manipulate consumers into making choices that may not align with their best interests. These practices contribute to the overall deceptive pricing strategies employed by retailers, further highlighting the need for consumer protection regulations and enforcement to ensure transparency and fairness in the marketplace.
Competition Authority’s Role
The Competition and Consumer Protection Commission (CCPC) plays a crucial role in monitoring and ensuring compliance with pricing practices, particularly in relation to sales discounts, to safeguard consumer interests.
As the regulatory authority, the CCPC is responsible for enforcing consumer protection laws and preventing misleading practices in the market.
The CCPC has identified concerning pricing practices and found that some traders have not changed their practices despite the introduction of new rules. To address this issue, the CCPC engages with businesses to inform them of their obligations and will take enforcement action if offers mislead consumers.
With a focus on sales pricing, the CCPC actively monitors the market, especially during busy shopping months, to protect consumers from deceptive pricing tactics.
By prioritizing enforcement and promoting accurate and transparent information, the CCPC aims to ensure that consumers are not misled and can make informed purchasing decisions.
