The Office of Fair Trading (OFT) has confirmed it is to conduct a market study into the impact on consumers from potentially misleading advertising and pricing.

Increased use of the internet was a key driver in the OFT deciding to carry out such a study, the organisation said. In particular, the use of personal information and online activity to target advertising will be studied.

Senior director of the OFT’s Consumer Market Group Heather Clayton said: “The way that businesses advertise and price goods and services constantly evolves, and we need to keep up to date on how consumers view these adverts, and the types of advertising and prices which may mislead.”

But before the new study begins, the OFT is seeking views from consumer groups and other stakeholders as to what areas it should focus the study on.

Such views will be accepted until September 18th and the study is set to be launched later this autumn.

Related Topics: General Marketing