Deceptive marketing and frustration was my reaction to a recent online experience.
I needed to fill in details and submit a form that I had downloaded as a pdf. On the top right there was an orange edit button. I clicked on it and spent around 20 minutes filling in the details. ( I am a pathetically slow typist.) Then I wanted to email it, or scan it and print a copy for my records.
There is no way that can be done without signing up for a free 30-day trial. Credit card details must be provided before the free trial will start and before the document can be printed, scanned or emailed.
The basic plan costs under $10 a month, not a big deal but I have had bad experiences when trying to cancel subscriptions at the end of a free trial or after a period when I no longer require the services.
I went back to the document and looked carefully for any small print advising me that I would not be able to use the completed document in any way before providing credit card details. If there is such a warning, it is in such small print as to be totally invisible.
This is deceptive marketing and a waste of time. I have no objection to businesses charging for their services – I happily pay subscription fees for a number of online services. However, to wait until I have spent a laborious 20 minutes filling in a form to tell me I cannot use it without signing up is unethical as well as deceptive.
The contrarian streak in my character meant that I refused to be manipulated into signing up for a service I might only use once a year. I took a screenshot of the document and pasted it into another document if the recipient doesn’t like it so be it.
The irony is that if I had been warned before I started typing, that I needed to sign up for the free trial, I probably would have happily done so. If there is a warning and I missed it, I apologise to pdf filler.
Another Deceptive Marketing Practice
The incident reminded me of another deceptive marketing practice that was common a couple of years ago. A marketer – generally of personal development or how to succeed as an entrepreneur type programmes – would advertise with great fanfare, a free book or cd that normally cost $xxx of real money. On filling in the form to get the book or cd the unwary buyer would be asked for payment details to cover the shipping cost.
That’s the point where I would abandon the shopping cart. I have no objection to paying a $5 or $10 shipping fee but tell me upfront, don’t waste my time and try and convince me I am getting something for free when I am not. That tactic led me to unsubscribe from any newsletters that used that trick.
Conclusion
We know that business is competitive and marketers have to be smart to get ahead, however, there is a fine line between clever, enticing or compelling advertising and deceptive marketing.
It’s not the first time I have written about deceptive marketing practices, way back in 2012, I published this post on the subject.
As marketers, we need to be careful not to cross that line, as consumers we should resist being seduced into believing it is acceptable.
What do you think? Share any examples you are aware of in a comment.
p.s. there is a great line up of guest posts on pets and health starting next week.
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