There are many methods that promoters of commodities may use as they go about their marketing strategies, some of which are illegal, yet they may know nothing about them. One of these marketing strategies is the bait and switch. Bait refers to a form of fraud in which the advertiser promotes an item by saying that he will offer the item at a lower price, but only says that the product is not available when it is ordered by a buyer, but the substitute is. The substitute is offered at a higher price than that advertised. The substitute is the switch in this case.
Most advertisers do this with the aim of making a buyer go for the substitute, which may not actually be what they were looking for, but which will act as compensation for missing the bait. On the part of the seller, he hopes to make more profit than he would have made if he had sold the bait at the reduced prices. Other strategies which are almost similar to the bait and switch and which are illegal as well include, techniques used to make customers stay away from items that will bring low profits to the seller.
According to the law of the United States, anyone found engaging in this form of advertising is subject to face the law. Customers have been given the mandate to present a lawsuit against any offender. The law suit will affect all those who profit from the sale of the item, including manufacturers and retailers. However, if there is an actual sale of the item advertised and not the substitute, no action may be taken against the advertiser.
Consumers also need to be aware that the bait and switch trap is also used by airline companies, where they give false information about jobs that they would offer. Some could also announce compensation packages that they offer their clients for any misfortunes that may occur in the process of buying and selling services.
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