People don't read the % part though, they just see the "Fat-free" part and think it must be good. Because they're stupid. There's probably a market out there for 0% Fat-free lard.
Blockbuster video are running an advertising campaign at the moment saying "No more late fees! Keep your game or video for as long as you like and just pay £1 for each extra night" That's a fucking late fee. It's a late fee of £1 per night.
I did actually send a complaint to the ASA about that one the other week when I was bored. I don't think they've taken it seriously though. Not sure why, I didn't swear or anything.