Module 10: ASEAN Finance and Accounting
Table of Contents
Language Focus
Language Focus 4: Small print
Small print, sometimes called fine print or mouseprint, is actually just what the name suggests: print that is smaller than the larger print it accompanies. The context is usually in advertisements for commercial products or services. The ‘hidden meaning’ behind small print is that it has gained a reputation in connection with the merchant deceiving the consumer. The large print suggests offer is more advantageous than it turns out to be if you read the small print. The small print is a legal technicality which requires full disclosure of all (even unfavorable) terms or conditions. However, the size, typeface, coloring, etc. of disclosure is not specified. Strong evidence suggests that the small print is often not read by the majority of consumers.
Small print may say the opposite of what the larger print says. For example, if the larger print says "pre-approved" the small print will say "subject to approval." In pharmaceutical advertisements small print may accompany a warning message, but this message often has a much lower profile than the more eye-catching positive images. Television advertisements have been known to flash text small print in less noticeable colors or for brief periods of time, making it difficult for the viewer to read.
High-margin specialty products and other market niches often use the small print method of advertising. The practice can be used to mislead the consumer in reference to an item's price, value, or the nutritional content with food products.
Laws and regulations have been drawn up stating that for an advertised offer to be lawful the terms of the offer must be clear and conspicuous, not relegated to small print.
Once laws are made, it may become possible to view different ways in which they may have been ‘broken’. If a consumer feels that they have been cheated or deceived, they might seek compensation. There was a famous case in the USA where a woman sued McDonalds for $640,000 because her coffee was too hot. Due to the lawsuit, McDonalds now places “Caution: Contents Hot” on their coffees. Many other examples of this kind of warning or advice on labels can be found.
An example of a different kind is the “Save 80%” claim on the cover of a tool company’s catalog. The small print was very hard to find, but under close inspection there was an almost-hidden message: “UP TO.” (Figure 5 between ‘SAVE’ and ‘80%’) So the “save 80%” message turned out to be “save up to 80%”, a big difference.
Figure 5 Small print
Small print in a department store’s ‘Storewide Promotion’ excluded 114 items in the ‘selected license departments’, and an advertisement for an exercise machine saying ‘All you have to do is walk to lose weight.’ described an additional meal plan in the small print.
It all goes to show that careful notice should be paid to the small or fine print.