Deceptive Advertising and Consumer Behavior: A Study on the Effect of Skin Whitening Product Advertisements on University Students in Karachi

Abstract

Deceptive advertising refers to the use of misleading or false claims regarding a product’s benefits, quality, or effects. This unethical practice is particularly prevalent in the beauty industry, which frequently exploits consumers’ aspirations related to physical appearance and self-esteem. Skin whitening product advertisements often promise unrealistic results, influencing consumer perceptions and purchase decisions. This study examines the impact of deceptive advertising of skin whitening products on the behavior of university students in Karachi. The research seeks to promote a more ethical, informed, and inclusive marketplace by raising awareness about misleading advertising practices and the potential health risks associated with the use of skin whitening products, thereby encouraging safer and more informed consumer choices. The population of the study comprised university students in Karachi aged 18 to 36 years. A non-probability convenience sampling technique was used to select a sample of 100 male and female respondents. Participants were either current or former users of skin fairness products. Data were collected through a structured questionnaire administered via Google Forms. The collected data were tabulated and analyzed using the arithmetic mean to draw meaningful insights into the influence of deceptive advertising on consumer behavior. The findings indicate a growing use of skin whitening products among both women and men. Advertisements play a significant role in motivating consumers to purchase and use these products. However, the majority of respondents reported dissatisfaction with the products’ performance compared to the claims made in advertisements, confirming the deceptive nature of such promotional practices.