I tried a 100% refund policy last year on our products.I was supprised how many people went to the touble of ordering the product just to know the secret.Although I don't advertise a refund policy now,if someone is unhappy they will get a refund.In this day and age reputation is everything. An upset customer with a laptop can put the small guy out of the game

To get back to the original post and the issue of claims...
If an ad proclaims "No smoke, no mirrors, no strings!!!" And I open the box to find a spool of invisible thread, I've got a problem. I think I'm well within my rights to go to the merchant and say, "Look right here - it says no strings. I'd like a refund."
In a case like that, I'm not shopping for a secret. In that particular case, it truly is false advertising. That's a whole different argument than buying a trick to learn the secret.
Personally, I wholly agree with the argument that you can't return a trick if there's nothing wrong with it except in a very few (case-by-case) instances. Just like you can't return magic books.

Steve

This is a valid point - but it's an oppinion on what you believe SHOULD be the case. At least in the EU, the law says different. If it comes to a dispute, what the law says trumps what any suppliers terms of business say.