British Petroleum review: Misleading $4.04 advertising & failure to honor bp visa price

To BP Corporate Customer Relations,

I am writing to file a formal complaint regarding misleading fuel-price advertising and the failure of a BP station to honor its prominently advertised BP Visa price.

Station:
BP / Amoco
671 Newbridge Rd.
East Meadow, NY 11554

I am attaching photographs documenting exactly what I encountered at this station.

The advertising itself is misleading.

The station’s roadside price sign prominently displays:

BPme Visa regular. $4.04⁹

The $4.04⁹ price is displayed in enormous numbers, making it the dominant and most noticeable information on the sign. The words “BPme Visa regular” appear in substantially smaller lettering above it.

This is important because a motorist approaching or passing the station is going to notice the colossal $4.04 price well before they can read the much smaller qualification above it.

The photograph I am providing clearly demonstrates this.

The regular price immediately underneath is:
$4.19⁹
regular

That price is also displayed in considerably smaller numbers than the $4.04 price.

In my opinion, this is misleading advertising in the first place. The price being used to attract motorists is presented in huge, highly visible numbers, while the important condition attached to that price is significantly less conspicuous.

A customer should not have to get close to a gas station’s sign before discovering that the enormous price advertised to passing motorists is subject to a qualification that is printed much less prominently.

I actually had the qualifying BP/Amoco Visa card.

I have attached a photograph of my BP/Amoco Visa as additional documentation.

I stopped at this station specifically after seeing the prominently displayed $4.04⁹ price. Because I had the BP Visa, I reasonably expected that I would receive the advertised price.

I used my BP Visa to purchase gasoline.

The advertised $4.04⁹ price did not apply.

I was charged the higher regular price.

I then went inside and immediately brought the issue to the attendant’s attention.

What happened next is extremely concerning.

The attendant told me that he already knew that the BP Visa pricing was not working.

I asked him what he could do about the fact that the advertised price was not being provided.

He told me nothing.

I then asked him to change the price displayed at the station since the advertised BP Visa price was not actually functioning.

He told me that he could not change it.

I asked him to contact the manager.

He initially refused to do so.

Because the station was continuing to advertise a price that its employee acknowledged was not actually working, I ultimately contacted 911. Only then did the attendant finally contact the manager. I was subsequently told that the manager was also his father.

This raises serious questions for BP

This is not simply a complaint about a computer malfunction.

There are two distinct problems here:

First: The station is prominently advertising $4.04⁹ in enormous numbers while the qualifying condition, “BPme Visa regular,” is displayed substantially less prominently.

Second: The employee told me that he already knew the BP Visa price was not working, yet the station continued displaying the $4.04⁹ price to the public.

Those circumstances together are extremely troubling.

If the BP Visa pricing system is not functioning, the station should not continue advertising a $4.04 BP Visa price that customers cannot actually receive.

At a minimum, the station should immediately correct the pricing display, repair the system, or otherwise ensure that customers are not being attracted by a price that cannot be obtained.

Instead, I was essentially told that nothing could be done.

I am requesting a corporate investigation

I am asking BP Corporate to investigate this location and the owner/operator’s handling of this situation.

Specifically, I am requesting that BP:

1. Investigate the advertising practices at 671 Newbridge Rd., East Meadow, NY 11554.
2. Review the attached photograph and evaluate whether the presentation of the $4.04⁹ price and the much smaller “BPme Visa regular” qualification is consistent with BP’s advertising standards.
3. Determine how long the BP Visa pricing system has been malfunctioning.
4. Determine whether station management was aware of the problem before my visit.
5. Determine how many customers may have attempted to use a BP Visa while the $4.04⁹ price was being advertised but were charged the higher $4.19⁹ price.
6. Require the station to immediately correct its roadside advertising and/or repair its BP Visa pricing system.
7. Determine whether customers who were charged the higher price during this period should be reimbursed for the difference.
8. Review the conduct of the employee who acknowledged that he knew the BP Visa pricing was not working and initially refused to contact the manager.
9. Contact the owner/operator directly and require corrective action if BP determines that the advertising or pricing practices were inappropriate.
10. Provide me with a written response explaining the results of your investigation and what corrective action, if any, BP is taking.

This is about more than 15 cents per gallon

I want to emphasize that my complaint is not simply about the 15-cent-per-gallon difference.

The larger issue is the practice of prominently displaying an extremely large $4.04⁹ price to attract motorists, while placing the qualification for that price in substantially smaller lettering.

Then, when a customer actually possesses the qualifying BP Visa and attempts to receive the advertised price, the station’s system does not provide it.

And according to the employee, the station already knew that the BP Visa pricing was not working.

That combination is unacceptable.

I chose to patronize this BP station based upon the price it prominently advertised. I had the BP Visa necessary to qualify for that price and used it specifically for that reason.

I should not have to discover after purchasing gasoline that the advertised price was not actually available—and then be told by an employee that he already knew the system wasn’t working.

I respectfully ask BP Corporate to look closely at the attached photograph. From the perspective of a motorist approaching the station, the $4.04⁹ price dominates the sign. The qualification above it is considerably less prominent.

The photograph speaks for itself.

I have retained documentation of my transaction and can provide the receipt, photographs, the approximate time of the incident, and any additional information BP requires.

I am asking BP Corporate to take this complaint seriously, investigate this station, and ensure that the owner/operator corrects both the pricing system and the manner in which the price is being advertised.

I would appreciate a written response regarding the outcome of your investigation.

Thank you for your attention to this matter.

Sincerely,

Michael Harding

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