I was once under the illusion that corporate rip-offs were pretty far removed from my little life. After all, the fiscal shenanigans of the WorldComs, Enrons and Tycos of the world were big-time bilkings that, although causing the financial ruin of thousands of shareholders and giving the once pristine reputation of accountants a black mark, don't really seem to affect my bottom line.

But little guy beware, and hold tight to your wallet. Business ethics are reaching a new low on their way to becoming nonexistent.

A television commercial aired earlier this year about Blockbuster Video's new "No More Late Fees" policy. However, many of us have now been burned by accruing these supposedly nonexistent late fees. A lawsuit filed in February by the attorney general of New Jersey accuses the chain of violating consumer fraud laws and untruthful advertising. One argument given by the corporation is that the consumer must read the fine print.

Well, a sign painted on the window of Blockbuster Video on California Oaks Road in Murrieta states, "No more late fees (with the) Blockbuster Movie Pass." I called the store to inquire about its promotion. I was told that yes, there were no more late fees, in essence, if I were to buy the Movie Pass. For $24.99, I could keep two movies up to 30 days and not accrue late fees. I was also told that when Blockbuster Video corporate headquarters decides on a promotion, individual franchises have the option of whether to participate. Oh, there's something else I didn't see in the commercial.

But wait, there's more. Earlier this month, I received two brightly colored postcards, addressed to each of my daughters, from a local chain restaurant. The cards stated that with one paying adult, one child could eat free. Good deal, right? Wrong, you silly consumer. As my family walked toward the restaurant I noticed that there were no signs touting the "Kids Eat Free" deal. So I asked the hostess if the advertisement was true. After all, they could be one of those nonparticipating franchises.

She told us the deal was in effect, but "we don't openly advertise it." After we ate and my husband paid the check I looked at the receipt. We had been charged for the kids' meals. My husband went back to the register, to the same woman who had told us the deal was in effect, seated us, and rang us up at the register, and pointed out the discrepancy. She told him that she could not open the register to re-ring the purchase and give a refund. How convenient.

I wonder if that works in reverse too, if we were undercharged could she not open the register to take more money? That may be the only way to get a deal, because it seems that not only is the restaurant not openly advertising its advertised deal, they aren't openly honoring it either. A call to the manager was not returned by my column's deadline.

Are these companies proud of their cunning advertising strategies? Moreover, are they really blaming us for our own exploitation? Not wholly. Blockbuster Corp. has publicly stated that increased competition from others such as, you guessed it, Wal-Mart, are causing them to utilize new strategies. I guess it no longer matters if the customer is duped, as long as the profit margin is high. Caveat emptor is no longer a phrase in business; it is a doctrine.

Elaine Bellucci of Murrieta is a regular columnist for The Californian. E-mail: elainebellucci@msn.com.