When advertising is claimed to be “lowest price,” what must accompany the claim?

When advertising is claimed to be “lowest price,” what must accompany the claim?

• A. A disclaimer that the price may change.
• B. The price as a standalone figure without items.
• C. The actual price and the items included, with clear disclosures of any exclusions or conditions.
• D. The price shown plus a note that it applies to a limited time.

Answer: (C)

When an ad uses a claim like “lowest price,” the advertisement must clearly show the actual price for the specific package or items being offered and spell out exactly what is included, along with any exclusions or conditions. This ensures consumers know precisely what they’re getting and can compare offerings fairly. If the price is shown but what’s included isn’t disclosed, or if there are important exclusions (like additional fees for certain services or cash-advance items), the claim can be misleading. Context helps: truth-in-advertising rules require that price comparisons be substantiated and transparently presented. For a “lowest price” claim, you can’t just post a number; you must present the price and the components of the package (what’s included) and clearly note any exclusions or conditions. This protects consumers from thinking they’re getting a complete package when some elements are extra or unavailable. Disclaimers like “price may change” or notes that the price applies for a limited time don’t substitute for the full disclosure of what’s included and any exclusions. Likewise, presenting a price as a standalone figure without itemized inclusions fails to meet the standard for an honest “lowest price” claim.

When an ad uses a claim like “lowest price,” the advertisement must clearly show the actual price for the specific package or items being offered and spell out exactly what is included, along with any exclusions or conditions. This ensures consumers know precisely what they’re getting and can compare offerings fairly. If the price is shown but what’s included isn’t disclosed, or if there are important exclusions (like additional fees for certain services or cash-advance items), the claim can be misleading.

Context helps: truth-in-advertising rules require that price comparisons be substantiated and transparently presented. For a “lowest price” claim, you can’t just post a number; you must present the price and the components of the package (what’s included) and clearly note any exclusions or conditions. This protects consumers from thinking they’re getting a complete package when some elements are extra or unavailable.

Disclaimers like “price may change” or notes that the price applies for a limited time don’t substitute for the full disclosure of what’s included and any exclusions. Likewise, presenting a price as a standalone figure without itemized inclusions fails to meet the standard for an honest “lowest price” claim.