It's free... or is it? Pause and give some thought to that tempting offer

Deceptive ads play on our desire for bargains. Don't let the lure of the four-letter word cloud your judgment.

- Yao Jingxian and Lau Kong Cheen

Who hasn't been tempted by the allure of a freebie? In an age of online shopping, flash sales and the pinch of rising living costs, the thrill of snagging a good deal can offer a fleeting, yet undeniable, satisfaction.

But as we hunt for bargains, it's equally crucial to pause and question: Does the deal deliver on its promise, or is it just another clever marketing ploy?

In November, food delivery platform foodpanda was called out for misleading advertising for delivery services for its pandapro subscription service.

The ad promised "unlimited free delivery on all restaurants". In reality, investigations by the Competition and Consumer Commission of Singapore (CCCS) found that customers were given a discount of only $3 on delivery fees for all restaurants or a discount of up to $6 for selected restaurants.

So "free" isn't always what it seems. It's a common tactic in deceptive or misleading marketing practices, according to the commission. The word has a powerful hook and seems to be an effective approach for capturing attention through advertisements.

Complaints about deceptive marketing have seen a slight uptick in Singapore, rising from 303 in 2022 to 309 in 2023, according to the Advertising Standards Authority of Singapore (Asas). That's about six cases reported every week.

Such practices are probably triggered by the aggressive and competitive consumer market to capture a share of the customers' wallet. The estimated total advertising spend of US$2.6 billion (S$3.5 billion) in 2024 in Singapore alone attests to this.

HERE, THERE AND EVERYWHERE From free samples to free trials, from free gifts to free shipping, "free" has become ubiquitous in marketing across countries and products.

Beauty brand Sephora offers free samples with every purchase. It's also common that online streaming platforms offer free trials to get people started, such as Apple TV, YouTube Premium and Hulu.