What type of conduct can be seen as 'false or misleading'?

The concept of 'false or misleading' conduct under New Zealand Consumer Law is primarily concerned with the accuracy and truthfulness of representations made by businesses about their products or services. When companies provide information that creates an inaccurate impression, it can lead consumers to make decisions based on misleading information, which violates consumer protection principles.

Statements that create an inaccurate impression can take many forms, including exaggerating the benefits of a product, omitting critical information, or making comparisons that are not valid. This type of conduct can be especially damaging in the marketplace as it undermines consumer trust and can lead to unfair competition.

In contrast, while statements that increase sales might seem persuasive, they are not inherently misleading unless they are also inaccurate. Vague advertising claims might create ambiguity but do not clearly equate to being misleading unless they misrepresent key aspects of the product or service. Lastly, comparative advertising can be legitimate if it is done honestly and accurately reflects the products being compared; however, it could also be misleading if the comparisons are not truthful.

Thus, the identification of statements that create an inaccurate impression as 'false or misleading' aligns directly with the objective of protecting consumers from deception and ensuring fair trading practices.