OFT targets misleading online prices and advertising

The Office of Fair Trading (OFT) is to investigate potentially misleading advertising and pricing of goods; with a particular focus on the internet.

The consumer watchdog will look at the impact this has on consumers and is asking individuals, businesses and other organisations for their views.

The OFT's study, which is expected to start in the autumn, will look at the application of consumer law to advertising and pricing. The OFT will evaluate which online and offline pricing and advertising practices have potential to be most detrimental to consumers.

It may also look at the use of personal information in advertising and pricing - in particular, where information from a consumer's online activity is used to target the internet advertising they receive.

Heather Clayton, the OFT's Consumer Market Group senior director said: "The way that businesses advertise and price goods and services constantly evolves, and we need to keep up to date on how consumers view these adverts, and the types of advertising and prices which may mislead.

"Before starting our study, we want to understand from consumer groups, businesses and other organisations which areas they think we should focus on."

The OFT said it would be contacting some key parties directly. Other people can submit their views via email to advertisingandpricing@oft.gsi.gov.uk by 18 September 2009.