Consumers rely on independent reviews and recommendations when deciding what to buy. That’s why the Federal Trade Commission wasn’t ecstatic when it learned that trampoline marketers were promoting their products through the use of misleading review sites and deceptive endorsements.
Anaheim-based Sonny Le and Bobby Le sell trampolines (primarily the Infinity and Olympus Pro brands) through three websites. These sales sites prominently display the “American Trampoline Safety” logo, some with the added embellishment of “Best Trampoline of the Year.”
What is the safety of trampolines in the United States? Consumers who click on the link will be taken to the American Trampoline Safety Website. The group describes itself as a “third-party organization” made up of “structural engineers, trampoline instructors, professional trampoline installers” and others whose goal is to “educate the public about safety.”[y] Trampoline. ” In head-to-head comparisons with competitors, it gave the Infinity and Olympus Pro its highest ratings, calling the Infinity “one of the safest and best trampolines we’ve reviewed to date” and the Olympus “one of the safest trampolines.” one”. American Trampoline Safety Company made it clear that the products it evaluated were not “paid for or endorsed” by any company.
Respondent’s sales website also provides a link to the “Trampoline Review Bureau,” which describes itself as an “independent research organization” that conducts “rigorous testing” of products for “safety, reliability and performance.”According to the bureau, “We receive no compensation from sponsors or manufacturers, so our data is unbiased and [sic] influence. “
Another sign on the respondent’s sales website directs people to “Top Trampoline Reviews,” which bills itself as a “trampoline safety watchdog organization.” Surprise, surprise – the Infinity and Olympus Pro models are described as “four of the best trampolines on the market today.”
A blogger who calls herself “Trampoline Mom” posted a comment recommending a product sold by the respondent. Then, comments on YouTube recommended the Infinity as “the best trampoline I’ve ever owned” and singled out competitors, claiming it was “junk” and rusty after two years.
But according to the FTC complaint, who is behind American Trampoline Safety Group? Respondents.
Trampoline Review Bureau? Respondents.
Top trampoline reviews? Respondents.
Blog commentator? Interviewee Bobby Le.
And that YouTube commenter who touted the Infinity and dismissed competing trampolines as “garbage”? Same as above.
The complaint challenges numerous false and misleading claims on these so-called independent review sites. The FTC also stated that the defendants violated the FTC Act when Mr. Le posted favorable reviews of the Infinity and Olympus Pro trampolines without disclosing his financial interest in promoting those products. The proposed settlement prohibits broad misrepresentations of reviews and deceptive claims about tests, studies or other research. Additionally, respondents must clearly disclose any unintended material connections between them or their affiliates and consumers, reviewers, or endorsers. You may submit comments on the proposed settlement until June 30, 2017.
Here are some suggestions for avoiding audit chaos.
Whose comment is it? Good word of mouth can help a product bounce back, but advertisers can face legal consequences for creating fake review sites, using misleading third-party endorsements or seals, or promoting their products on independent sites without disclosing that the testimonials come from people affiliated with the company loss. .
Need to reveal a significant connection? Don’t get it crooked. If there is a connection between an advertiser and a reviewer that consumers might not expect, disclose it clearly and conspicuously. This applies both to praise for your own products or services and to unfavorable mentions of competitors. (Of course, the terms of any settlement would apply only to the companies involved, but the definition of “clear and obvious” in the proposed order provides insight into the factors that need to be considered.)
Think twice before using reviews and endorsements in your marketing. The Endorsement Guide provides practical advice to help you keep your claim on track. Additionally, the Federal Trade Commission’s Endorsement Guide: What People Are Asking answers questions businesses ask us.
