Parker's Advertising Dispute About to Come to an End
Parker's has sought to advertise club member-only prices on roadside signs in the state. However, the Georgia Department of Agriculture balked at the idea, with its commissioner, Gary Black saying he wanted to "protect" consumers who may not know that the lowest prices advertised on signs referred to those in loyalty programs, such as Parker's PumpPal rewards program.
A lawsuit, an injunction and plenty of public debate followed the disagreement, reported the news outlet. However, a common ground has been found.
According to the newspaper, the Georgia Department of Agriculture will now recommend to the Georgia Secretary of State that Parker's and other gasoline retailers can advertise club member prices on roadside signs.
However, there will be some caveats. First, roadside signs require qualifiers on how consumers can obtain the lowest price. Second, signs must clearly identify that a club membership or cash payment is required to receive the lowest price.
Parker's CEO Greg Parker applauded the proposed rule change. "I firmly believe an informed consumer is an empowered consumer," Parker said during a recent hearing when the matter was discussed. "To me, this has always been, first and foremost, a consumer rights issue."
Black said the proposed rule change will benefit consumers. "This department salutes companies that give choices to consumers, but we also have a responsibility to make sure the consumers know what they are getting," Black told the Morning News.