ADVERTISERS on the Internet must systematically ‘weed’ outdated material from web sites or risk getting in trouble with the Australian Competition and Consumer Commission.
ACCC chairman Alan Fels said, with the Internet becoming an increasingly popular medium for advertising, consumers were using it to track down basic purchasing information including available products, features, performance characteristics and price.
“Unless a web site clearly identifies material as outdated or historic, consumers may believe it is current,” Mr Fels said.
“Such material can lead to severe consequences under the Trade Practices Act 1974.
“The ACCC advises firms operating web sites to regularly review the material on their sites and clearly label outdated or historic items, or delete them.
“Businesses may launch a web page because of its relative ease and low cost but often fail to regularly update the material.
“This may occur because a web design agreement only allows for six monthly updates, or the company lacks the resources to do it themselves,” he said.
“A little effort in terms of ‘web site gardening’, can save enormous grief to consumers and avoid legal consequences for businesses wanting to use this technology.”
