This was no simple mispricing. When confronted, the supermarket staff stubbornly refused to acknowledge the error, claiming the price tag had been “misplaced” and conveniently ignoring the glaring bait-and-switch tactic. It took an exhausting hour and a half of arguing, taking photos and threatening to involve the Tourist Police before the store finally, and begrudgingly, agreed to issue a refund. Even then, they claimed the refund would take an absurd 45 days to process.
This infuriating ordeal raises critical questions for consumers in Phuket and across Thailand. Why is it so difficult to obtain a refund for blatant false advertising? Why are consumers subjected to such lengthy delays in getting their money back? Is this the standard we should tolerate in a supposedly tourist-friendly destination like Phuket?
FALSE ADVERTISING: A PERVASIVE PLAGUE
This story, sadly, is not an isolated incident. False advertising is a widespread issue in Thailand, from misleading price tags and bait-and-switch tactics to exaggerated claims about product quality. These deceptive practices not only cheat consumers but erode trust in businesses and tarnish Phuket’s reputation.
Thailand’s Consumer Protection Act is meant to shield consumers from such unscrupulous tactics, guaranteeing the right to accurate information, fair contracts and compensation for damages. Yet, as this story illustrates, the reality on the ground can be vastly different.
Thailand has a history of well-intentioned laws with lacklustre enforcement. Just look at the ongoing struggle to enforce 100% motorcycle helmet use.
REFUND POLICIES: A MAZE OF OBSTACLES
The lack of transparency and fairness surrounding refund policies is another major concern. Many stores have vague or non-existent policies, leaving consumers in the dark. Even when refunds are offered, the process can be a Kafkaesque nightmare of paperwork, delays and outright refusals.
A 45-day wait for a refund, as in this case, is simply unacceptable. In our digital age, where money can be transferred instantly, such a delay is unjustifiable and reflects poorly on the businesses that impose it.
WHAT CAN BE DONE
It’s easy to call for consumers to rise up and demand better protection, but the reality is more complex. Retailers are often resistant to change, and 45-day refund policies conveniently incentivise consumers to accept store credit instead.
We desperately need stronger enforcement of consumer protection laws, but in the meantime, vigilance is key. Consumers should always double-check prices with cashiers, especially for deals that seem too good to be true. While businesses must be held accountable, it’s up to us as consumers to be aware and share our experiences to expose these practices.
This is a fight for fairness, transparency, and respect ‒ not an easy fight in Thailand, but one that begins with each of us refusing to accept substandard treatment.
Simon Causton is a long-time Phuket resident, founder of Citadel Phuket and author of ‘The Phuket Periodical’ newsletter. X (Twitter): @SimonCauston