Fine or small print qualifying statements made in an advertisement will only protect the advertiser from liability if they prevent the advertisement from misleading its audience.
For example, if a product is advertised at a cheap price, but the fine print says that this price is available only if the consumer buys another product, the advertisement will contravene section 18 unless that requirement to buy another product is so clear and prominent that it prevents the dominant message (the cheap price in this example) from being misleading