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Consumer Awareness of the Right to Truthful Advertising Information in Kenya

机译：消费者对肯尼亚真实广告信息权的意识

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The objective of this study was to investigate consumer awareness of their right to truthful advertising information. Truthful and factual advertising information is essential because it enables consumers to make informed purchase decisions on new goods and services. However, advertisers use persuasive words that might end up misleading the consumer to believe whatever an advert says about a product is true even when there is a possibility of deception. The study was conducted through mixed methods approach, where sampling involved a stratified random sampling of consumers of goods and services in selected estates within Nairobi City County Kenya. Quantitative data was collected using questionnaires. Qualitative data was collected using Focus Group Discussions and interviews. The study established that consumers had low awareness of their right to truthful advertising information and were not aware of the organizations that they could complain to when products did not have the advertised quality. The study concluded that consumers are victims of misleading advertising information and there is need to enforce the consumer rights protection laws and regulations to protect consumers from deceptive advertising.
机译：这项研究的目的是调查消费者对其真实广告信息权利的意识。真实，真实的广告信息至关重要，因为它使消费者能够就新商品和服务做出明智的购买决定。但是，广告客户使用说服力的话语，最终可能会误导消费者，使他们相信广告中关于产品的任何说法都是真实的，即使存在欺骗的可能性。这项研究是通过混合方法的方法进行的，其中抽样包括对肯尼亚内罗毕市县内选定房地产中商品和服务消费者的分层随机抽样。使用问卷收集定量数据。使用焦点小组讨论和访谈收集定性数据。该研究发现，消费者对获得真实广告信息的权利的意识不高，并且不了解当产品没有广告质量时他们可能会抱怨的组织。研究得出结论，消费者是误导性广告信息的受害者，因此有必要执行消费者权益保护法律和法规，以保护消费者免受欺骗性广告的侵害。

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