「大字吸睛、小字免责」，这样的小把戏该退场了

Core Viewpoint - The article highlights the deceptive advertising practices of businesses that use large fonts to attract attention while hiding important disclaimers in small print, undermining consumer trust and damaging the overall market environment [3][10][16]. Group 1: Advertising Practices - Businesses often employ the "big font attracts attention, small font disclaims" strategy, which has been summarized by the media as "three blows" [4]. - A specific smartphone brand advertised itself as the "king of backlighting" in large letters, but clarified in small print that this was merely a design goal, raising questions about the integrity of such claims [6]. - A clothing brand claimed to be the "global sales leader" for three consecutive years, with small print indicating that the data was based on an August 2023 survey, leading to skepticism about the validity of the claim [9]. Group 2: Consumer Impact - The use of large, misleading advertisements can easily trap consumers, leading to doubts about the quality and materials of products from companies that engage in such practices [11]. - The small disclaimers are often difficult to notice due to their size and placement, which can mislead consumers and create a false sense of security regarding the advertised products [12]. - When consumers attempt to seek redress after feeling deceived, businesses often use the small print as a defense, resulting in disputes and complicating the consumer's ability to assert their rights [14]. Group 3: Industry Consequences - The prevalence of the "big font attracts attention, small font disclaims" phenomenon is increasing, raising concerns across various sectors from manufacturers to retailers [15]. - This trend can lead to a loss of consumer trust, causing individuals to become more cautious and hesitant to spend, while businesses relying on such tactics risk damaging their reputations in the long term [16]. - The widespread use of small print disclaimers can create a market environment where honest businesses struggle to compete against those that engage in deceptive practices, leading to a "bad money drives out good" scenario [16]. Group 4: Regulatory Recommendations - To address the "big and small font trap," a collaborative effort is needed, including clear standards for advertising that require core product performance, pricing, and promotional conditions to be clearly communicated [19]. - Enforcement agencies should conduct targeted inspections in high-risk sectors such as automotive, finance, and food to ensure compliance and penalize those who exploit these advertising tactics [19]. - The essence of business is integrity, and the foundation of advertising is truthfulness; companies must rely on quality products and sincere service to build a trustworthy market environment [20].