Consumer Awareness of the Right to Truthful Advertising Information in Kenya

Abstract

The objective of this study was to investigate consumer awareness of their right to truthful advertising information. Truthful and factual advertising information is essential because it enables consumers to make informed purchase decisions on new goods and services. However, advertisers use persuasive words that might end up misleading the consumer to believe whatever an advert says about a product is true even when there is a possibility of deception. The study was conducted through mixed methods approach, where sampling involved a stratified random sampling of consumers of goods and services in selected estates within Nairobi City County Kenya. Quantitative data was collected using questionnaires. Qualitative data was collected using Focus Group Discussions and interviews. The study established that consumers had low awareness of their right to truthful advertising information and were not aware of the organizations that they could complain to when products did not have the advertised quality. The study concluded that consumers are victims of misleading advertising information and there is need to enforce the consumer rights protection laws and regulations to protect consumers from deceptive advertising.

Keywords: Advertising, consumers, deception, puffery