Misleading advertising - lacking information

I am writing to complain about a case of deceptive advertising.

In the April 2 issue of The Times there was an advertisement in which Velmor Retailers and Distributors of Paola Square advertised "Premium quality photocopy paper at Lm1.10 a packet".

As can be seen from the copy of the advertisement which I have enclosed with this letter, no mention was made of a minimum quantity to be purchased. I was therefore surprised when, on the following day, I asked to buy a box of five packets and the salesperson said that the advertised price applied only to the sale of four boxes (i.e. 20 packets)

I showed him the advertisement which I had taken with me but he said that the advertisement was in order since it had the words "Your Office Supply Partner" printed on it, implying that it was only intended for resellers or organisations that are heavy users of the product.

I was given the impression that the advertisement was printed as it was with the intention of attracting customers to the shop. Since, as a consumer, I do not like to be taken for a ride, I have informed Adrian Muscat Inglott who writes the weekly Consumer Affairs page in The Sunday Times about the matter and I also sent him a copy of this letter. (Maurice Caruana)

On April 16 I asked Velmor Retailers for their comments but to no avail and subsequently sent them a copy of Mr Caruana's letter. I am hereby featuring the advert. There is nothing in the advert which states, as was explained to Mr Caruana, that one has to purchase four boxes (i.e., 20 packets). I am inclined to agree with Mr Caruana.

The fact that Velmor Retailers did not respond to our communications suggests a reluctance on their part to explain. In any case they are still welcome to send me their comments. We look forward to hearing from them.