MUSCAT, FEB 15
The Consumer Protection Authority (CPA) has launched its ‘Misleading Advertisements’ campaign under the slogan “Beware, it may not be what it seems.” The initiative aims to identify deceptive advertising practices, highlight their impact and equip consumers with the skills needed to verify ads before making purchasing decisions.
Targeting consumers across all demographics, as well as service providers and advertisers, the campaign addresses the growing challenge of misleading ads. These advertisements often exploit trust, presenting false or incomplete information to achieve quick profits at the expense of credibility. The campaign emphasises the importance of consumer awareness and the ability to assess the authenticity of advertisements.
Additionally, the initiative promotes ethical and transparent advertising practices among companies. By distinguishing between engaging marketing and deceptive tactics, businesses can build long-term trust and maintain a strong reputation. The campaign also educates industry stakeholders on advertising standards, particularly in digital platforms, which have become a dominant force in modern marketing.
“Misleading advertisements create false impressions, leading to consumer frustration and disappointment. The Authority is committed to protecting consumers and ensuring a fair balance between buyers and merchants within a legal framework,” said Maznah bint Rashid Al Maamariyah, Director of Communication and Media.
The campaign focuses on four key aspects. They related to defining misleading advertisements, their types and legal regulations governing them.
Teaching consumers how to verify ads before making purchases, differentiating between engaging advertising techniques and misleading content and setting standards for digital advertising to maintain transparency and fairness.
A misleading advertisement exaggerates or omits key details, causing consumers to purchase products that differ from what was advertised. This often results in complaints, loss of trust and reputational damage for businesses.
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