Fine print

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Fine print, small print, or "mouseprint" is less noticeable print smaller than the more obvious larger print it accompanies that advertises or otherwise describes or partially describes a commercial product or service [1]. The larger print that is used in conjunction with fine print is generally used by the merchant to mislead the consumer into believing the offer is more advantageous than it really is.

Fine print often says the opposite of what the larger print says. For example, if the larger print says "pre-approved" the fine print will say "subject to approval."^{[citation needed]} The fine print may accompany a warning message, but this message is often neutralized by the positive images and pleasant background music.

The use of mouseprint has become a standard method of advertising in certain industries, particularly those selling a higher-priced product or service, or a specialty item not found on the mainstream market.^{[citation needed]} The practice, for example, can be used to mislead the consumer in reference to an item's price, its value, or the nutritional content of a food product.^{[citation needed]}

Contents 1 Industries often using mouseprint 1.1 In price deception 1.2 In product value deception 2 Controversial aspects 3 Use of Fine print in lower-priced items 4 Mouseprint on the air 4.1 Verbal Mouseprint 5 Fighting Mouseprint 5.1 Credit Cards 5.2 Rebates 6 External links

Industries often using mouseprint

The following industries are known to frequently use varying sizes of print in marketing their products or services:^{[citation needed]}

In price deception

• Banking, including credit cards^{[citation needed]}
• Telecommunication, such as mobile phone service^{[citation needed]}
  • Example: ... for just 99 cents a minute! _{first 3 minutes.}
• Motor vehicle sales^{[citation needed]}
• Vehicle repair services^{[citation needed]}
• Insurance^{[citation needed]}
• Travel, such as cruises^{[citation needed]}
• Department stores. For example, Macy's has been criticized for offering a coupon that is said to be one of the worst forms of mouseprint ever seen [2]. The coupon, which offers tremendous discounts, excludes virtually all brands sold at the store.

In product value deception

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• Diet products

Controversial aspects

Fine print is controversial because of its deceptive nature. Its purpose is to make the consumer believe that the offer is really great. Though the real truth about the offer is readily available to the consumer in the smaller print, it is not easily noticeable, and is overlooked by most.^{[citation needed]} The unsuspecting customer, who can instantly see all the great things about the deal, will, due to natural impulsive behavior, time constraints, and personal need, generally not bother to learn the dark side that benefits the business and makes the large print be so untrue by itself.

Many offers, advertised in large print, only apply when certain conditions are met. In many cases, these conditions are difficult or nearly impossible to meet.

In many cases, the business states in fine print that it reserves the right to modify the terms of the contract at any time with little or no advance notice. This controversial practice is often seen in the banking and insurance industries.^{[citation needed]}

In some cases, the seller who uses this technique will engage in the practice of bait and switch. The customer will be told when ready to purchase that for one reason or another, s/he is not eligible for the advertised offer, and will be coerced into one that is higher priced. Reasons s/he can be told may include his/her age, credit rating, size or location of residence, the type of vehicle s/he owns, the amount of prior business s/he has done with that company, or the variety of the item s/he wishes to purchase. Often when this occurs, the limitations that render him/her ineligible will apply to an overwhelming majority of consumers.

Very frequently, consumers, eager to obtain a product or service they have the dire need or wish for, or else that they have been coerced into obtaining, will sign their names on a binding contract. They consumer will be liable to the terms of the contract, stated only by the fine print, and an exit from these terms may be quite costly or impossible for the consumer.

Some examples of how consumers are deceived are as follows:

• A credit card, advertised with a 0% rate in large print, will offer this only for an introductory period of a few months. After that, the rate will be something like 19.95%, and may increase even more due to universal default [3].
• A cell phone contract may require the subscriber to pay various fees that are originally unnoticed. The subscriber is bound to the contract for a specified period of time, and must pay a large amount to be freed. Additionally, the contract will automatically renew if not cancelled within a certain time frame upon its expiration, thereby further lengthening these terms.
• A trip, frequently a cruise, will advertise in large print that the price is something attracted, i.e. $399 for seven days. In smaller print below, the words "per person, double occupancy" (often abbreviated) will be present. This alone will double the advertised offer, since even the solo traveler would be required to rent the room for the price of two. The words "as low as" may also be hidden, for this low price applies only to the least attractive of offers. Other fees that will be mandatory for all or most, such as taxes, transportation to the cruise terminal, and activities on and off the ship, will be extra.
• A car dealership may advertise a car for sale at far below its market value in large print. Above the "final price" in the largest numbers of all, the real price will be listed at the top in small print. Below that will be several deductions, many of which most customers can possibly obtain, such as military membership, or a trade-in. Many of these offers also apply only to a particular model number, and exclude the remainder of the dealer's inventory.
• Auto repair shops frequently advertise either with coupons or large signs outside their businesses for common maintenance and repair services, such as oil changes, tune-ups, and tires. These ads fail to mention factors that may raise that price, such as fees and add-ons for various services, mechanics telling customers more costly repairs are necessary or else the vehicle may be further damaged, or the price being for each individual part (such as a wheel), where the vehicle has several of that part all needing the service, and thereby multiplying the cost by that number. Many ads will also state in fine print "most cars," but in reality, most cars, including that of the customer seeking the service, will be excluded.
• Warranties: The warranties for many products, such as automobiles, are offered or sold with the promise that they will cover a large number of scenarios, should they occur, and often routine maintenance. But they are accompanied by fine print to exclude virtually all repairs that will likely be needed. The coverage for some routine maintenance may also be a lure in which the service center will intentionally damage the vehicle, unknown to its owner, thereby forcing the owner to return for additional costly repairs in the future.
• Rebates: Many products are advertised with a price printed in large numbers. However, a larger price is printed above in much smaller numbers, and the large-print price is only given after a rebate. Initially, the customer must first pay the high price. In order for the rebate to be redeemed, the customer then follow a set of instructions. In some cases, meeting all the requirements necessary in order to obtain the rebate may be difficult, and as a result, many rebates are denied.

Use of Fine print in lower-priced items

More often than not, large print paired with fine print is used to promote big-ticket purchases, making the consumer believe at first impression they will be paying far less than they actually do. But various forms of this technique are used in the promotion of low-priced goods. In many cases, they do not deceive the consumer in the price that they are paying, but in some other attribute about the product, i.e. its nutritional content.

Some examples are:

• An item may say on its cover REDUCED FAT. But in reality, it has less fat than the standard version, but it still has more than half that amount, along with most of the calories. This makes the unsuspecting consumer believe that s/he can eat seemingly unlimited amounts of this dietary product with no harmful consequences.
• Buzz words: Some key words found on covers may attract the consumer to purchasing the product for a higher price than the standard or a generic version. But there are no proven benefits to the premium edition. Some buzz words may include lite (with only a lighter color in appearance), antibacterial (with no more protection against germs), or organic(with no advantage to eating organic food of that type).
• SALE: A store may place tags on items, or signage outside the location stating something like 75% OFF. But the price that the 75% discount is based on is hidden from the consumer or made very difficult to see, and in reality, the discount is very little off the market rate. In some cases, the final price may be higher than a comparable item can be found elsewhere.

Mouseprint on the air

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A common practice has been to use mouseprint in advertising on television. In such a case, the fine print is displayed at the bottom of the screen in a manner where it is not noticeable to many viewers. The attention is drawn away from this little section by the more catchy center of the advertising theme, which alone is untrue.

Verbal Mouseprint

Some TV and radio commercials are concluded with "fast talking, " which is barely audible or comprehensible to most. While it is this very message that states all necessary disclaimers and exceptions to the advertisement, it is stated too fast for the viewer or listener to hear. This is often coupled with pleasant background music and positive images, which in turn neutralize the effect of the fine print.

Fighting Mouseprint

With proper education, consumers can be warned to read the fine print and to see the red flags on an offer that is too good to be true, even and especially when it is the widespread industry practice.

Many consumer advocates are active in lobbying for laws to limit the rights of an advertiser to use mouseprint to hide the truth, and to expand rights to consumers who fall victim to mouseprint. Due to free speech that is granted to advertisers, passing such laws in the United States has proven to be difficult. Many such laws that have successfully been passed have ultimately been overturned by the U.S. Supreme Court.^{[citation needed]}

Credit Cards

Credit card issuers are among the largest of those who have won the mouseprint battle against the consumer. Consumer advocates^[who?] have widely criticized the credit card industry for its increasing ruthlessness in its practices, which allow the banks seemingly unlimited rights to charge whatever fees they wish, to rewrite the terms and conditions faced by the consumer at will, and to not be challenged by the consumer in their practices. The consumer who initially obtained the card was inevitably drawn by the large print, which was accompanied by pages of fine print few are likely to read in full or to understand. During the 1990s, two laws against such practices were overturned by the U.S. Supreme Court,^{[citation needed]} and these rulings are said^[who?] to have opened the floodgates for even more ruthless practices.

Rebates

Several states have considered laws that would require retailers to provide advertised rebates to customers at the time of the purchase with no strings attached.^{[citation needed]} These laws have been widely opposed by corporations,^[who?] and are yet to have passed in any states.

External links

• mouseprint.org, a collection of mouseprint ads
• PBS Frontline - The Secret History of the Credit Card
• AOL "health food" claims
• Fine print tricks used by car dealerships