Drip pricing is an online marketing strategy where a low headline price attracts customers. Extras are then added to make the total price higher.
Dendy Cinemas and Webjet have used drip pricing. On Webjet’s website airfares are advertised ‘From $x*’ with the asterisk leading to fine print at the bottom where "Webjet Servicing” and “Price Guarantee” fees are payable as price extras.
The ACCC has pursued Dendy Cinemas and Webjet for misleading pricing which is illegal under the Australian Consumer Law.
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