Tertiary education program

Introduction

Effective marketing and advertising is crucial to the success of most businesses. It is the means by which firms engage with their customers and differentiate themselves from their competitors. Firms usually make promises, statements or claims to try and win their customers. But is there a limit on what you can say or advertise?

This module deals with the provisions of the Australian Consumer Law (ACL) which is Schedule 2 to the Competition and Consumer Act 2010 (CCA), that relate to honesty, accuracy and fair dealing in the market place.

To promote honesty and fair dealing in the market place, the ACL bans businesses from:

  • engaging in any form of conduct that is misleading or deceptive, or behaviour that is likely to mislead or deceive
  • making false or misleading representations about goods, services, land, employment opportunities, or certain business activities.

It is important that when you are working in business you ensure any communication or promotional materials you make, and any dealings you have with other businesses, are not misleading, deceptive or false.