Bait-and-Switch
A deceptive sales tactic in which a seller advertises a product at an attractive price or terms, then substitutes an inferior or more expensive option when the customer attempts to purchase.
Also known as: bait and switch, switch selling, advertising fraud
Last reviewed: 1 June 2026
Bait-and-switch is one of the oldest and most widely prohibited deceptive trade practices. The 'bait' is an advertised offer — a product, service, or price — designed to attract customer interest. When the customer arrives or enquires, the seller claims the advertised item is unavailable (out of stock, discontinued, or unsuitable) and then presents a more expensive alternative. The initial advertisement was never intended to result in a genuine sale.
Modern variants include online listings for products at artificially low prices that redirect to costlier alternatives, job advertisements for non-existent roles used to harvest CVs or personal data, and investment offers that pivot to different products once the customer expresses interest. Some bait-and-switch schemes involve making the advertised product deliberately unappealing or claiming it carries risks that in fact apply to all similar products.
Bait-and-switch is illegal in most jurisdictions when the intention is deceptive. Consumer protection agencies take action against traders who advertise products they never intend to supply. Consumers should document the advertised offer and, if substitution occurs, decline and report the practice.
Examples
- An electronics retailer advertises a laptop at a steep discount; customers who enquire are told the advertised model is sold out and steered toward a more expensive model instead.