By Shezna Shums
In a letter addressed to all media institutions the Chairman Consumer Affairs Authority has urged that they ensure that all items either retail or wholesale advertised in the print or electronic media include the retail price of the item or items mentioned in the advertisement.
He has drawn the attention of the media to the notification published in Gazette Extraordinary No. 1687/45 of 7 January 2011 and the notices published in the newspapers on 5 July 2011 and stressed the need for media institutions to educate advertising agencies and individual advertisers of this legal requirement and also refrain from publishing advertisements which do not carry the retail price of items.
If the advertisers are unwilling to state the price of the product or service such an advertisement is to be rejected by the media.
The gazette notification and the press notice expressly state that any product or service advertised in the print media, television, internet or radio should state the price of the product or service and those who violate this requirement would be either fined or have legal action taken against them.
The reasoning behind this move, the CAA has stated is the convenience of the consumer who on seeing a product advertised with the price, depending on his purchasing power could decide whether he can afford the product or service, and purchase same without having to undergo the unnecessary hassle of visiting the shops or sales outlets spending his money to ascertain the price before deciding whether he should purchase the produce.