Tackling false advertising and strengthening consumer protection in emerging economies.

This article examines consumers' perceived deception and information asymmetry in false advertising within emerging economies, using China as a case study. It highlights widespread false advertising across sectors such as health supplements, cosmetics, and food, particularly on digital platforms like social media and e-commerce sites, exacerbated by weak law enforcement and low penalties. The study, based on qualitative interviews with 125 Chinese consumers, identifies key causes including sales pressure, unhealthy competition, and inadequate regulation, and notes significant negative impacts on vulnerable groups like the elderly and women. Consumers expect stronger government enforcement, updated laws, and enhanced consumer self-protection through awareness and legal knowledge. The findings contribute a new conceptual framework linking societal context, perceived deception, information asymmetry, and consumer reactions, offering insights for policy and future research in emerging economies.