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Article
The Extent of “Deceptive” Advertising by Wine Retailers: Caveat Venditor
International Journal of Wine Business Research (2024)
  • Omer Gokcekus, Seton Hall University
Abstract
Purpose
The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

Design/methodology/approach
The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

Findings
The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

Research limitations/implications
The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Practical implications
Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Social implications
Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

Originality/value
An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.
Keywords
  • Online wine sales,
  • Deceptive advertising,
  • Observational study
Publication Date
February 7, 2024
DOI
10.1108/IJWBR-06-2023-0033
Citation Information
Omer Gokcekus. "The Extent of “Deceptive” Advertising by Wine Retailers: Caveat Venditor" International Journal of Wine Business Research Vol. 36 Iss. 1 (2024) p. 122 - 140 ISSN: 1751-1062
Available at: http://works.bepress.com/omer_gokcekus/68/