“Overall Impressions” and the “Reasonable Consumer”: How the Food Industry Can Learn from a Court Case about Telephones

In July 2011, Singtel Optus Pty Ltd was fined $5.26 million (and this figure obviously does not include their legal expenses and loss of reputation, goodwill and market share) for engaging in misleading and deceptive conduct over their “Think Bigger” and “Supersonic” broadband advertising campaigns. This was the second time in the last two years that their marketing had been prosecuted by the Australian Competition and Consumer Commission and the facts and principles of these cases ought to be mandatory reading for marketing teams for any product.

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