"27. The principles that assist this Court in applying section 52 of the TPA are as set out below:
(a) Section 52(1) is concerned with the effect or likely effect of 'conduct' upon the minds of that person or those persons in relation to whom the question of whether the conduct is or is likely to be misleading or deceptive falls to be tested. The test is objective and the Court must determine the question for itself.[1242]
(b) Reasonable inferences, reasonable assumptions and reasonable expectations arising from objectively determined circumstances will be in the constructive knowledge of the parties. An objective test excludes from consideration subjective matters (knowledge, intention) not known to the parties.[1243]
(c) The 'conduct', in the circumstances, must lead or be capable of leading a person into error[1244] and the error or misconception must result from conduct of the alleged contravenor and not from other circumstances for which the alleged contravenor is not responsible.[1245]
(d) Conduct is likely to mislead or deceive if there is a 'real or not remote chance or possibility regardless of whether it is less or more than fifty per cent'.[1246]
(e) It is wrong to select some words or acts which although misleading in isolation do not have that character when viewed in context.[1247] The identification of the impugned conduct and what it conveys or communicates to the persons to whom it is directed must be assessed with regard to all relevant surrounding circumstances. Not all circumstances are relevant: conduct cannot be attributed to a defendant unless he or she had actual or constructive knowledge of the circumstances that affect its content. That means that contextual circumstances of which a defendant had no actual or constructive knowledge that alter the scope of what would otherwise be attributed to him or her, are irrelevant.[1248]
(f) As a general proposition, s 52 does not require a party to commercial negotiations to volunteer information that will be of assistance to the decision-making of the other party. It does not impose on a party an obligation to volunteer information in order to avoid the consequences of the careless disregard for its own interests of another party of equal bargaining power and competence.[1249]
(g) By making a statement of past or present fact, the state of mind of the person who makes that statement is irrelevant unless the statement involved the state of that person's mind.[1250]
28. Whether particular conduct is likely to mislead or deceive involves considering a notional cause and effect relationship between the conduct and the state of mind of the relevant person. The test is necessarily objective.[1251] In this case, one asks what the reasonable person in the position of Sunland would have understood by the alleged conduct of Joyce, against the context of all relevant surrounding circumstances. Any error must result from conduct of Joyce and not from other matters for which he is not responsible.
29. In characterising the alleged conduct of Joyce in relation to the plaintiffs, one must bear in mind what matters of fact each knew about the other of them as a result of the nature of their dealings and the conversations between them, or which each may be taken to have known.[1252] Relevant considerations include that each of Joyce, Brown and Abedian were sophisticated and experienced businessmen.[1253]
30. A person does not avoid liability for breach of s 52 because the person who has been the subject of misleading or deceptive conduct could have discovered the misleading or deceptive conduct by proper inquiries.[1254] However, depending on the circumstances, other related conduct may have the effect of modifying or erasing whatever is misleading in the conduct complained of.[1255]
31. For example, the fact that the plaintiffs in this case had the opportunity to but did not take steps which might or would have corrected a misapprehension or wrong assumption can be relevant to an inquiry as to whether conduct should be characterised as misleading or deceptive.[1256]"