Long queues to clear security checks at Delhi’s Indira Gandhi International airport providing plenty of time for looking around and passenger watching. Due to the size of the sign the small print on the advertisement on the left is relatively large and noticeable – *conditions apply and *only in Delhi departure.

Four trends that might affect how this plays out in the future perfect: the increase of advertising across digital medium is not constrained by physical limits and provides greater scope for more small print; more people will carry personal devices capable of accessing related information; an increased quality of search engines to help you track down just what you are looking for; and an aging demographic with poorer eyesight demanding alternatives to today’s small print.

Are more informed consumers better off? An opportunity to increase consumer understanding assumes that all parties benefit from having informed consumers – whereas in the real world conflicts abound.