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The results of empirical research carried by Daugeliene and Liepinyte (2012) enabled to
understand that customers does not have sufficient knowledge about their rights and would
not be able to defend its interests. Respondents’ experience with misleading advertising
analysis shows that in Lithuania the number of misleading advertising is quite significant,
because more than half of those surveyed are at once confronted with a variety of
misrepresentation forms. However, users do not take any actions that it would stopped,
they do not try to defend their rights, as well they are not very interested in the regulation
of misleading advertising and customer protection mechanism in Lithuania. This requires to
inform users to be more aware of their rights and what to do in order to defend themselves
from misleading advertising, because this is the only way to reduce the about of the false
statements.
The misleading advertising occurrence characteristics in modern society is: the criteria’s of
justice, integrity, and the eligibility non-compliance, the creation of a false impression, the
presentation of false and inaccurate facts, the conversion of social values to products, the
manipulation of impulsive costumers, the control of subconsciousness, the impact on
persons economic behavior or possibility of impact.
Hastak and Mazis (2011) provides five types of misleading claims by each of them explain
how customers may be misled of advertising and labeling claims (Figure 1.2.2.).
Figure 2. Types of misleading claims.
Source: Hastak, M, & Mazis, M ( 2011), 159
These five types of misleading claims are developing a rich understanding of why customers
are likely to be misled by particular types of advertising and labeling claims. Marketers
sometimes make claims in advertising or on product labels that are literally true but are
misleading because a material fact or facts have been omitted. Customers may be misled by
the use of confusing language or symbols in advertisements or on packages. Semantic
confusion can occur because a promotional claim uses a word or phrase that is similar to a
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