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Bait and Switch

Political Adaptation of Bait and Switch Tactics

Political Adaptation of Bait and Switch Tactics

The world of politics uses advertising much like any other marketing campaign uses advertising. Whether individuals up for election or specific policies are being "sold" to the greater public, just because no formal political bait and switch definition exists does not mean that the idea behind such bait and switch ploys is strictly limited to the selling practices of retail establishments and large manufacturers.
 
 
In fact, the undeniable connection between politics and advertising should make the smooth translation of the bait and switch definition into politics come as no surprise.
 
 
In the same way that stores lure in customers with the prospect of a low-priced product, or some companies lure in prospective job applicants by using bait and switch tactics to mislead those individuals with generalized working conditions, pay scales, or benefits packages, politicians and lawmakers also tend to suggest only the most basic of legislative changes in order to first gain support, and once support is gained, only then are specifics of those changes relayed. While perhaps not as directly apparent as a bait and switch scheme in a car dealership, bait and switch fraud as a form of deception has naturally been adapted into the political process.
 
 
Some will argue, of course, that change in politics is inevitable. Bills proposed one year will naturally evolve with the dawn of a new year and the societal developments and economic changes which occur throughout it. Others, however, will contest such a notion by saying that omitting the exact implications of legislation in hopes of getting legislation passed under any means necessary, even if that means withholding crucial information, is unacceptable political fraud.
 
 
Specifically, so-called "caption bills," which suggest seemingly minor legislative changes with very broad titles in order to first pass the bill- this is considered the "bait"- but are later completely changed once the bills have been approved- this is considered the "switch"- have proven to be the main areas of criticism regarding bait and switch practices within politics.
 
 
In recent times, for instance, many have adapted the bait and switch definition into President Obama's 2010 health care bill, bringing up the point that upon signing, the bill itself was barely recognizable in relation to the health care reform he heralded during the course of his presidency campaign; a very subtle and very debatable political bait and switch, but one which has nonetheless gained such a label.
 
 
The truth of the matter is, though, that the number of bills in the span of American history which have similarly used such political bait and switch practices would make the ploy seem like a fairly normal political practice. Lawmakers would argue that, in many ways, nothing is as it initially seems. Much like the bait and switch definition applied to retail, it is an accepted practice which often goes unnoticed, almost always with no repercussions.

Understanding Bait and Switch

Understanding Bait and Switch

Definition of Bait and Switch 
 
 
Although bait and switch advertising schemes may not always seem immediately obvious, chances are that the majority of consumers have been- or will be- lured into stores by such ploys at some point in life. In many ways, bait and switch as a selling mechanism is a staple of any consumer-driven society, but what many buyers are unaware of is that the tactic, under certain circumstances, is prohibited against by law.
 
 
While bait and switch is usually a phrase used to describe the general idea of luring consumers into a store based on advertisements of low-priced products (the bait) only to have those products either unavailable, or, to simply disregard the products altogether in hopes of selling more costly products (the switch), for the gimmick to be considered illegal, specific proof must be provided of the seller's deliberate intent to defraud.
 
 
In most bait and switch scenarios, a retail establishment will advertise a special "unbelievable!" sale of a product in order to first and foremost get buyers into that establishment; this is ultimately the first success of the seller. Once the buyers are actually in the store, a variety of reasons may be given as to why the product is no longer a feasible buying option, but instead, sellers will try and get those buyers to purchase a "better" and more expensive product.
 
 
In theory, because of the disappointment which results on behalf of that product unavailability, the consumer will be more apt to buy a substitute, or, for that matter, anything. It is with this latter notion that the sellers have undoubtedly won, particularly because the advertised product may not have been available to begin with.
 
 
Legality of Bait and Switch   
 
 
Just because a retailer attempts to upsell products by luring consumers in with an exceptionally low (and typically, very limited) sale price does not necessarily make that establishment guilty of fraud by any means, though.
 
 
For the bait and switch practice- often specifically called bait advertisement- to be considered true to "false advertising," and consequently, for a particular seller or manufacturer to have fraud charges brought against the greater company, there must be first, an advertisement which proves that the terms of the advertised sale did not comply with the actual product sale, and second, proof that the seller has showed "no intent or want" to sell the advertised product.
 
 
Although consumer protection laws may vary from state to state, the Federal Trade Commission, or FTC, highlights the main bait and switch selling tactics which are punishable as fraud. In the most basic sense, such tactics revolve around the notion that sellers may not dismiss the sale of an advertised product for one of greater value unless a range of bait and switch advertisement regulations are met.
 
 
Bait and switch tactics are primarily noted for their use within the retail field, but that does not mean that the idea behind the practice is not applied to other fields, like politics. In fact, the relationship between advertisement and politics should make the notion of political bait and switch one to be expected. While bait and switch ploys can essentially be translated onto many political fields, the most common political adaptation of the phrase relates to "caption bills."
 
 
What such bills aim to do, essentially, is to raise support (the "bait")for a particular bill passage- in general, the bill in question is usually fairly broad in nature, as to allow for further and more specific elaboration later- and then, once the bill gains momentum and gets passed, the most important details are relayed into writing (the "switch"), often changing the idea behind the bill drastically- ones which could have resulted in a denied passage of the bill to begin with.