protection from misleading promotion and advertising

• a business must be honest in their advertising and not present the product in a misleading way
• a business should not suggest a product has features it does not or a product provides inavailable/unrealistic benefits
• if a business does not meet the law relating to misleading promotion, it has to make changes to the marketing strategy both in short and long term
• short term: the business has to pay a fine(fees that are charged to a person or business for breaking the law)
• long term: costs are incurred by charging its advertising and promotion, in addition to correcting its marketing communication, the brand image also has been damaged resulting in loss of market share