<Let's say an airline ad promotes a roundtrip fare of "only $80 plus tax."
What the airline doesn't say is that federal, state and local jurisdictions have tacked on, say, a total of $19 in "plus taxes." The ad should disclose that the $80 roundtrip really will cost $99--or 23 per cent more than advertised.
Why shouldn't merchants be required to advertise the full price, taxes and all? All consumers end up paying those taxes and all merchants end up charging and collecting them.
Even the up-front disclosure that the roundtrip would cost $99 including $19 in user taxes would reduce the ultimate sticker shock and allow consumers to assess the real outlays.
User taxes are facts of modern life and should be incorporated in advertisements and other promotional statements.
After all, are consumers really going to shop around for cheaper user taxes offered by airlines or merchants serving other regions? Duh. (8 AUGUST 1999)
