Willy Wonka’s Sweet Deceit: The Bitter Truth About False Marketing
Remember when you were a kid and your imagination sparked endless adventures? Dressing up for Halloween or playing make-believe was one of the most magical parts of childhood. Now imagine being promised a land of lollipops, chocolate, and wonder – not unlike Willy Wonka’s Chocolate Factory (minus the casual child maiming).
In late February 2024, a company called House of Illuminati (interesting name choice) in Glasgow promised children a “magical realm” to satiate their sweetest dreams. Instead, it granted them nightmares they won’t soon forget.
Credit: Maryanne Mccormack/Facebook To be fair, what IS that thing?!
The company used AI for its marketing, and its execution failed to fulfill the artificially generated promise.
The venue was supposed to have performers, chocolate fountains, giant mushrooms, candy canes, and special effects. The event was located in a warehouse with few decorations that sparsely covered the main area. No performers were in sight, although some actors were portraying Oompa Loompas. They allegedly claimed they hadn’t been paid for their participation, despite being promised compensation.
Customers were asked to pay the equivalent of $40 for admission to the disappointing event. Children were reported to be crying and some parents even called the police because they felt “robbed” or “scammed”. The only consolation prizes for the children were a handful of jelly beans and a cup of lemonade. As one father stated, ‘I paid for Willy Wonka but got Billy Bonkers.
Credit: Chris Alsikkan/X
Even though this situation was clearly a dumpster fire, it brings a curious question to the mind – AI is here – when will it be part of our mainstream advertising and what legislation will be created to prevent such false advertising situations?
Our executive assistant, Laura, encountered a scenario reminiscent of the Willy Wonka debacle. She was employed at a school that offered immersive experiences for children, such as a mock grocery store or police station. Laura, as an educator, was responsible for crafting lesson plans and guiding the children through these experiences. However, the marketing department at the facility operated independently, seldom consulting educators. Consequently, promotional materials were often created without input from the teaching staff, leading to numerous instances of disappointed parents and unmet expectations.
In the U.S., the FTC Act explicitly “prohibits unfair or deceptive advertising in any medium. That is, advertising must tell the truth and not mislead consumers. A claim can be misleading if relevant information is left out or if the claim implies something that’s not true.” Events like Fyre Fest, rack up thousands of dollars of debt and can even lead to prison time due to fraud. Businesses that are untruthful about their claims can be fined up to $51,744 per violation.
Despite this, at the time of writing, there is no clear legislation in the U.S. on the use of AI and advertising. All marketers must still ensure their products or services are truthful, nondeceptive, and substantiated when advertising. Companies should avoid using someone’s likeness or features without their permission, therefore you couldn’t use images of Taylor Swift or Aaron Rodgers to advertise your company.
Until comprehensive regulations are established, it falls upon businesses to uphold integrity in their advertising practices, ensuring transparency, honesty, and respect for consumer trust. Let this unfortunate episode serve as a reminder of the importance of ethical advertising so no one is left with a bad taste in their mouths.
Sources:
https://www.ftc.gov/business-guidance/resources/advertising-marketing-internet-rules-road
https://www.legalzoom.com/articles/the-right-of-publicity-whose-right-is-it
https://www.sab.law/news-and-insights/blog/fyre-festival-fraud-music-billy-mcfadden-illegal-sue