In November 2007, the Competition Bureau received a consumer complaint alleging that the Web site of a major national retailer contained misleading pricing information. Although the Web site in question contained clarifying information in a fine print disclaimer located at the bottom of the Web page, the Bureau found that the company's online advertised pricing for their products could create the false general impression that this was the price regardless of whether the product was purchased online or in store.

The Bureau examined the issue under the misleading representations and deceptive marketing practices provisions of the Competition Act (52.(1) & 74.01).

The Bureau contacted the company, explained the issue, and suggested alternative wording that would alleviate the problem. As a result of this measure, the company implemented the Bureau's suggestion and their Web site now clearly indicates that prices displayed are for online purchases only. Consumers are now able to make more informed purchasing decisions.

The issue was resolved in March 2008.

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