As this chapter deals with the customer, it is right that the duty of care to the
customer is covered here. There is always a temptation in sales promotion, as
in many other areas of business, to cut corners, to promise more than you
intend to deliver and to rely on the small print as a get-out. Is this good business if you can get away with it? Some people think so, but they are a declining
minority. The reason is that relationships are increasingly seen as central to
business success. It is unwise to treat badly those with whom you want to build
a long-term relationship