The expense of advertising adds greatly to overall production costs and thus to the prices of goods when they reach the public. There is particular public resentment of mass advertising for rival brands of products such as petrol or detergents - which, most people suspect, are so similar in character as to be virtually indistinguishable except in their packaging. Much of the huge sum devoted to advertising could be used more fruitfully to bring down prices. Therefore, advertising disadvantages the consumer.