Understanding the "Fine Print" on Television and Radio

"The large print giveth, and the small print taketh away." This quote by Tom Waits has never spoken truer than in the media and law centric world we live in today. In recent years, the legal aspect of business has invaded our eyes and ears, be it the one-point font added for the last milliseconds of a TV or radio commercial or the voice played back on super-fast forward at the end of a car or other ad. Speed readers aside, I hope that I can enlighten the rest of us in the art and science of avoiding false advertisement law suits by adding "fine print" that no one can understand.

The practice of including such items as warnings, disclaimers, and other various legal terms and phrases is known as the practice of adding "fine print". These items are typically added in a much smaller, or fine, font size in documents of commercial or contractual nature, most commonly at the end or towards the end of the document. The laws in many countries, including the , require companies as well as other groups and individuals to include certain statements, in varying degrees, on advertisements offering goods or services. Companies choose to add these "fine print" statements in small type so as to meet the requirements with minimal effort.

Another reason businesses choose to add these "fine print" is to preempt any lawsuits or other legal actions involving false advertising or various other civil and criminal acts. The most common among these statements include "Dramatization", "Hired Actors", and "Not Real Customers." These are only one type of warnings given in commercials and on TV shows. Other common phrases include the well known "Do Not Try At Home" and other various phrase protecting themselves from civil lawsuits. Labels and warnings on products also fall into the category of fine print. Companies have taken this to the extreme using labels that include "Never try to catch a falling knife."

Lost in all of this legal nonsense is the consumer and whether these warnings are actually useful to them or whether they are rather just a nuisance. Lawsuits, especially those taking place over the past 10 years, have become more and more ridiculous, although some do remain legitimate. Businesses bear the brunt of legal rules and regulations, most of which are designed to protect the consumer and not the business. "Fine Print" laws however are designed to protect the companies, not the consumer, and are presented in such a manner, often in such a way which is either impossible to read or comprehend. This begs the question of why companies are allowed to present their required information in such a manner. Luckily for consumers, just containing "fine print" statements in ads doesn't make these companies immune from legal action.

Be careful when you buy from any company, but in particular those whom have little reputation or include "fine print" during their ads. Make sure you understand what the "fine print" says before engaging in any business with these companies. They may very well be legitimate companies but ensure this before you are in jeopardy of losing money. Take extra care and make sure you are able to understand anything before going on with your next step of the business process.