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Forthcoming prohibition against showing higher-end models at lower-end prices
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The prevalent advertising practice of illustrating a higher-end model with a much higher ticket price than the advertised model, made popular by the automotive industry, may soon be coming to an end in Quebec. Bill 24, An Act mainly to combat consumer debt overload and modernize consumer credit card rules, tabled by the Quebec |
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government in June 2011, proposes to prohibit this advertising practice. If and when Bill 24 comes into force, advertisers will be prohibited, in an advertisement concerning specific goods and containing a specific price, from using a picture that is not an accurate depiction of the advertised goods. Automotive dealers, travel retailers and retail sellers may thus be required to overhaul their marketing campaigns in this regard.
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