别再用小字游戏，消耗用户的信任

Core Viewpoint - The article discusses the controversial use of "small print" in advertising, highlighting how it misleads consumers and erodes trust in brands and the industry as a whole [4][9][12] Group 1: Advertising Practices - The use of "small print" in advertisements has become a long-standing issue in the industry, where exaggerated claims are often followed by disclaimers that are difficult to read [4][5] - Advertisers exploit cognitive biases by using large, eye-catching text to attract attention while burying important details in small print, which consumers often overlook [4][9] - This strategy is seen as low-risk and high-reward for advertisers, as regulatory bodies typically focus on whether disclaimers are present rather than their visibility [4][5] Group 2: Consumer Trust and Misleading Practices - Misleading advertising practices directly undermine consumer trust, as customers are often unaware of the hidden conditions that accompany attractive offers [9][10] - Once consumers feel deceived, their trust in the brand diminishes rapidly, leading to a long-term loss of credibility [9][11] - The negative impact of misleading advertising extends beyond individual brands, diluting the overall trust in the industry and prompting consumers to become increasingly skeptical of all marketing messages [12][13] Group 3: Long-term Consequences - The short-term gains from "small print" tactics can lead to significant long-term repercussions, including public backlash and reputational damage [10][12] - Brands may face substantial public relations costs to mitigate the fallout from consumer outrage, which can far exceed the initial benefits of misleading advertising [10][11] - The prevalence of such practices can create a "race to the bottom" in the industry, where ethical companies suffer while those employing deceptive tactics gain market share [12][13] Group 4: Recommendations for Brands - Brands are encouraged to prioritize transparency and honesty in their advertising, moving away from deceptive practices that rely on "small print" [15][16] - It is essential for brands to consider what information consumers genuinely need to know, placing important details prominently rather than hiding them [15][16] - Building long-term trust with consumers is more valuable than short-term sales boosts, as trust is a critical component of brand loyalty [15][16]