In this video, you'll learn the meaning of bait and switch. Bait and switch is a morally suspect sales tactic that lures customers in with specific claims about the quality or low prices on items that turn out to be unavailable or are inferior in terms of quality or specifications. The practice of bait and switch is considered unethical and is also illegal in many countries, although not all occurrences constitute fraud.The bait and switch tactic has also gained notoriety in the mortgage market in recent years. For more examples of bait and switch, watch this video.