Advertisements
Whether an invitation to treat is an offer or invitation to treat depends on the intention of the party placing the advertisement. In most cases, advertisements are treated as an invitation to treat unless on exceptional fact situations as in Carlill v Carbolic Smoke Ball Co (1892). In this case, the defendants issued an advertisement offering to pay £100 to any person who contracted influenza after using the smoke ball in a specified manner. Such a contract, when made, is called a unilateral contract. The outstanding obligation is on one side only. The plaintiff bought and used the smoke ball in the manner prescribed and caught influenza. The plaintiff sued the defendants for £100. Thus, the only outstanding obligation was on the defendants to perform their promise to pay the £100. In this case, there was an acceptance of offer by the plaintiff’s conduct. Advertisements of bilateral contract are not usually offers. A bilateral contract is one where the outstanding obligation remains on both sides which an offeror makes a promise in return for a promise by the offeree. For example, in Partridge v Crittenden (1968) illustrates the general rule that advertisements are normally regarded as an invitation to treat. In this case, the appellant