Clipping of news on Brazilian Culture, Law and Citizenship
09/02/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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Research identifies Idec difference of up to R$ 15,000 between the displayed value and the model shown in advertising
A university professor Ethel Pinheiro was enchanted by the propaganda of Prisma , Chevrolet , and ended up paying more Photo : Marcelo Cosentino
RIO - Alloy wheels , metallic paint , fog lights , sunroof , automatic transmission , touch screen panel . These are some of the many accessories of cars displayed in advertisements eight major automotive plants in the country . The prices given in these ads, however, relate to simpler versions of those shown in the photographs. The conclusion is the Brazilian Institute for Consumer Defense ( IDEC ) . The organization has analyzed and researched ads on sites such firms with the values corresponding to the vehicles that illustrated such advertisements , and in most cases , the listed price is not consistent with the characteristic of the model shown in the advertisement. The price difference between the photo and the model that actually corresponds to the value shown is from R$ 900 to over R$ 15,000 . And this variation was identified based on the value displayed on the website of the manufacturers , which generally is lower than the dealerships .
Were evaluated ads Citroën , Renault , Fiat , Peugeot , Hyundai , Nissan , Chevrolet and Ford . What weighs more in the final price are the accessories that are shown in the image of the vehicle advertised , but are not included in advertised prices . If , on the one hand , the auto companies protect themselves in the famous " from " and asterisks accompanied by texts in lowercase to justify the mismatch between image and price, other experts say that this type of advertising is contrary to the Code of Consumer Protection ( CDC ), which states that advertising must be clear .
For the lawyer Idec Mariana Alves Tornero , the study serves as a warning not only to those who intend to buy a car , but any product:
- The citizen must be alert to the advertising of which is submitted every day and in all media . On TV , for example , are also displayed warnings that appear in the newspaper , but it is almost impossible to read letters so small and in such a short period of exposure in the video. Asterisks are minimal and they mean appears very quickly . And it is not just the automotive universe .
Thadeu Carlos de Oliveira , Manager of Testing and Research Idec , says that since 2010 there is a Terms of Adjustment of Conduct signed between prosecutors from 16 states with 24 automakers , it is unclear how the requirement that the price and features cited in the ad match the image displayed .
Mariana highlights that the way it is presented , the advertising gets the dubious want : it takes the consumer to the dealership .
- The photo draws much attention. And the person goes to the store with that image in mind. Generally , a vehicle is a top of the line version and not the entry that refers to the amount offered . The image is much stronger than what is printed in fine print .
And it is this lack of clarity on offer that makes the consumer feel cheated , says the lawyer Idec . If the ads make clear what are the options of models and prices , would become apparent good faith by the supplier , says lawyer Idec :
- So , the person would not feel cheated . The announcement " sell " the car with another value . But the consumer only discovers the real price at the dealership . And that's where the skill of the seller .
' I felt aggrieved , "says teacher who ended up taking most expensive car
The architect and university professor Ethel Pinheiro considered wrong. Two months ago , she was a Chevrolet driven by the price of the brand models in the automaker's website . She had researched on the internet values of different vehicles and was interested in the New Prism 1.0 LT . Were the information found on the web that led to a dealership in Barra da Tijuca . Once there , however , Ethel was surprised by a price higher than that made her leave the house ready to close the deal .
- I ended up with the car , because it gave to the exchange and it was worth it . But due to the price difference , just not equipping it as wanted . On the site , cost R $ 36,100 . In the store , R$ 37,500 . And the seller could not explain the reason for the difference. Felt aggrieved - Ethel account .
Article 37 of the CRC considers that "it is misleading information or any mode of communication advertising character , wholly or partially false , or in any other way , even by omission, can mislead the consumer as to the nature , characteristics , quality, quantity , properties , origin , price and any other information about products and services . " Therefore , says Mariana , the consumer who is aggrieved can seek redress in court , requesting refund double what was overpaid by inducing error. For this , says the lawyer, it is important to keep the advertising in question .
For Fernando Monteiro , professor of advertising legislation of the School of Advertising and Marketing Rio , ads like these that create doubt , are illegal . According to him , companies violate the law based on the certainty of impunity , since very few consumers go to court against false advertising . And among these , most do according relatively small change :
- Generally agreements are R$ 2000 , R$ 3000 . What is this for a major automaker ? While there are heavy fines , as in the U.S. , what prevails is that it pays off .
Consulted , Citroën and Peugeot said their campaigns comply with legal and inform the characteristics of the model advertised. Fiat said that unites communication on the product information to retail versions with data , colors , prices and conditions , respecting the laws .
Hyundai reported that advertising does not convey with mention of the final sale price . He added that prices on the site " are merely suggestive ." And the commercials aired by local dealers are their responsibility .
Nissan already clarifies that advertisements analyzed refer to the last units of the March 2012 version 1.6 S and that information on the year of the vehicle contained in the ad.
Chevrolet , meanwhile , explained that his site contains prices and suggested that according to the legislation, the utilities have autonomy.
Renault said it had a policy of ads based on clear disclosure of prices and product characteristics. According to the automaker , the site values refer to the national policy of prices , there may be differences in dealerships .
Wanted by GLOBE , Ford and the National Council for Advertising Self-Regulation ( Bonar ) was not expressed .
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This article was translated by an automatic translation system, and was therefore not reviewed by people.