Where a plaintiff induced by misleading or deceptive conduct to enter a joint venture continues to fund the venture after becoming aware of the falsity of the representation, the reasonableness of continued funding for the purposes of causation under s 82 of the Trade Practices Act must be assessed having regard to the totality of the circumstances, including the nature of the adviser/advisee relationship, the joint venture structure, the plaintiff's personal circumstances and commercial experience, the availability of independent advice, and the broader commercial relationship between the parties. The typical 'trading loss' analysis applicable to arm's length vendor/purchaser transactions may be inapplicable where the parties are joint venturers in an unequal relationship.
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