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What Is Bait and Switch? Bait and switch is a sales tactic that baits customers in with claims about the quality or low prices on items that turn out to be unavailable in order to upsell them on a similar, pricier item. It is considered a form of retail sales fraud, though it takes place in other contexts. While many countries have laws against using bait and switch tactics, not all occurrences constitute fraud. KEY TAKEAWAYS Bait and switch occurs when a prospective buyer is enticed by an advertised deal that seems attractive. However, the advertised deal does not exist or is inferior in terms of quality or specifications, where the buyer is then presented with an upsell. The practice is considered unethical, and in many jurisdictions is illegal. It may nonetheless be difficult to prove a bait and switch scam, so it is up to consumers to be vigilant. Red flags may include too-good-to-be-true deals, claims of limited quantity available, and overly-complicated fine print or disclaimers.