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A company could even suffer legal penalties in countries where e-commerce regulations require retailers to comply with prices even if the markdown is unintentional. A brand must make the choice whether to honor these mistakes or face the inevitable social media backlash from angry customers and charges of false advertising from consumer advocates. One wrong number, missing digit, transposed character or misplaced decimal point – often the result of a computer glitch, careless data processing or problems with exchanging foreign currency – can create deceptive or fraudulent consumer promotions and misunderstandings about brand offerings. Pricing errors are one of the most common forms of typographical mistake in the world of online marketing. The following examples include many of the most costly and well-publicized typographical mistakes of all time – where one single character, space or punctuation mark in the wrong location has resulted in catastrophic losses or had consequences that were devastating. The possible ways in which a seemingly trivial typing mistake can have an enormous financial impact on a brand is immeasurable. They can result in misleading or factually inaccurate information and cause consumers to question the integrity behind offerings or the abilities of a brand they perceive as uneducated and unprofessional. They undermine the clarity of branded messaging, create confusion, suggest poor communication skills and convey a lack of attention to detail. They can sabotage a first impression, reduce credibility, compromise brand positioning and diminish reputations. In an age of global exposure and instantaneous connectivity, errors in written communications can have a hugely negative impact on consumer perceptions and create a lasting impression of carelessness. Businesses lose millions of dollars each year as a result of typographical mistakes.