"10% off"… only if you remember the code: the promo code trap

Short answer: a discount that requires a promo code at checkout is not prohibited in itself, but if you forget the code, you pay full price, even when the offer was advertised all over the site. At Liqui Pneus, there is no code to type: when your items are eligible for the web discount, it applies by itself in your cart, before you pay.

A scenario we see far too often

You are shopping for winter tires online. At the top of the page, a big banner says "10% off". You compare, pick your four tires, add installation and pay. Everything looks fine.

Except that when you read your invoice again, the discount is not there. The 10% was not applied automatically: you had to enter a code in a small "promo code" box, often folded under a discreet link at the last step of checkout. You did not see it, or you thought the discount was already included in the displayed price. Result: on a $1,000 purchase, you just left $100 on the table.

You are not careless. This kind of setup is designed for exactly that to happen.

Why the promo code is not a detail

From the seller's point of view, a promo code has an obvious advantage: the offer attracts everyone, but only those who remember to enter the code get the discount. Every customer who forgets pays full price. The harder the code is to find, the more customers forget it.

Not every store that uses codes is dishonest: a code that is clearly displayed, reminded in the cart, with clear conditions, is fine. The problem starts when the discount is shouted on every page but the way to get it is hidden. A few warning signs:

• the banner shows the percentage in large type, but the code is in small print, or only in a newsletter;
• the price on the product page does not change, and nothing tells you the discount will come later;
• the "promo code" box is folded away, and the cart never reminds you that you are entitled to a discount;
• the code expires or changes often, while the banners are not updated.

What Quebec law says

In Quebec, the Consumer Protection Act does not judge an ad only by its fine print. Its section 218 says that the general impression a representation conveys must be taken into account, together with, where appropriate, the literal meaning of the words used. Several sections then apply:

• Section 219: no merchant may make a false or misleading representation to a consumer;
• Section 228: a merchant may not fail to mention an important fact;
• Section 224 c): a merchant may not charge a price higher than the advertised price.

In 2012, in Richard v. Time, the Supreme Court of Canada specified that this general impression is assessed from the point of view of a credulous and inexperienced consumer, not an expert who reads every line. At the federal level, the Competition Act also looks at the general impression to decide whether a representation is misleading.

In practice: requiring a code is not illegal in itself. But an ad that suggests the discount is automatic, when it actually depends on a hidden code, risks being found misleading. If you believe you paid more than the advertised price, talk to the merchant first; the Office de la protection du consommateur can then tell you about your remedies.

Five reflexes before you pay online

1. Read the discount conditions: eligible products, minimum quantity, minimum amount, exclusions.
2. Look for the "discount" line in your cart, before the payment page. If it is not there, the discount is not applied.
3. Check whether there is a "promo code" box, even a folded one. If there is, the discount is probably not automatic.
4. Take a screenshot of the offer and of your cart: it is your proof if the price charged does not match.
5. Compare the total with what the banner promised. A difference is settled before you click "Pay", not after.

At Liqui Pneus: no code, no trap

Our principle is simple: if your purchase is eligible for the web discount, the discount applies by itself. No code to find, no hidden box. The amount shows on the "Web discount 10%" line of your cart, before payment, and you see your real total before you pay.

And because an honest discount also means conditions written in plain sight, here they are in full. The 10% web discount is a limited-time web offer that applies:

• to eligible winter tires, winter-approved all-season tires and wheels;
• on the purchase of 4 eligible items totalling $500 or more before taxes;
• except Nokian, Haida, Hanmix and Arrivo tires.

Eligible products are identified directly on the site. The 10% is an example: the principle is the same for any web discount we display. If the product qualifies, you get it, automatically.

All the details are on our Liqui Pneus deals page.

Skip the line and shop online now at www.liquipneus.com. Fast, free delivery in Quebec when you buy 4 eligible tires or wheels.