Always read the small print

Stand closer, and read.

There are strange laws and legal obligations in every country. In England banks promoting mortgages have to warn you that your house may be at risk if you fail to keep up payments. In many countries medical companies have to warn you about the possible side effects, in Germany with “Ask your doctor or pharmacist about possible risks and side effects”, in the US with “always read the packaging”.

Some of these warnings are sensible, others are totally ridiculous.

The “small print” on mobile telephone advertising belongs to the totally ridiculous category. I managed to capture the small print on a poster for BASE mobile telephones. But if people have time to read through it, do they honestly expect them to stop in front of the poster and get out their magnifying glass?

The same warnings are placed at the end of mobile phone ads on German TV. For about 2 seconds! How the hell are we supposed to read it? What use is a law that doesn’t actually help people?

Alex Woodruff

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