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Figure 5. Opinion about false advertising in Lithuania vs. France,%
Source: created by authors
Conclusions and recommendations
The object of this article was investigation misleading advertising on customers in
accordance with few cases of analysis in Lithuania. The definition of misleading advertising –
it’s advertising which contains false or misleading information, undisclosed material
information and which by reason of it’s deceptive nature is likely to affect consumers
economic behavior and except informed decision. The concept of advertising fairly broad,
because it’s understood as essentially any content information if it relates to a person's
economic, commercial, financial or professional activities and encourages purchase of goods
or services.
The number of misleading advertising is quite significant. Costumers may be misled by
using: false fact or facts have been omitted, confusing language, symbols or image, uses a
word or phase that is similar to a more familiar word or phrase and etc. Customers have
only limited information processing abilities; accordingly this information must be available
and useful for making choices.
Besides misleading advertising can benefit a company in the short run, but cause a loss in
the long run, because of the loss of reputation, occurs distrust and costumers tend to blame
companies for using misleading advertising.
Research revealed that Lithuanians often recognize misleading advertising and identify the
company’s unethical behavior quickly. Consumers will not buy from the company if it
propagates misleading information and they will not recommend to their friends, but
seldom appeal with complains. Therefore is a need to spread of adequate and legitimate
information concerned with products and services, especially while shopping online.
Consumers admit that they do not tolerate misleading information; however they still find
such instances while shopping online.
Consumers will not buy from online sales organization if it propagates misleading
information and they will not recommend such online shop to their friends. However,
companies may reverse its image from negative to positive if it will compensate the damage
that consumer experienced due to misleading information.
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