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NAD Addresses Math Problems In Counting Reviews – Media, Telecoms, IT, Entertainment

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NAD Addresses Math Problems In Counting Reviews


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Function claimed that it had “over 110,000 5-star product
reviews” for its hair care products, the majority of which
come from its “shampoo and conditioner” category. A
competitor filed an NAD challenge pointing out that the total
number of 5-star reviews across all product categories was only
63,831. So how did Function get to 110,000? Normally, I turn to our
team of economists at Georgetown Economic Services to sort
through these tricky math questions, but I was able to figure this
one out on my own.

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Function normally sells its shampoo and conditioner as a set,
and when consumers are invited to write reviews, and select a
category, the only relevant category available is “shampoo and
conditioner.” In other words, consumers can’t pick one or
the other. Thus, when consumers left a review in the “shampoo
and conditioner” category, Function counted the single review
as a review for two products. Talk to your own economists, if you
want to double-check the math, but the total exceeds 110,000.

Function argued that because it referred to the number of
“product reviews,” rather than the number of
“reviews,” the claim was supported. NAD disagreed, noting
that although Function’s claim may be literally true,
“consumers do not parse the language of advertising claims and
can reasonably conclude that the total number of product reviews is
the same as the total number of reviews submitted.” Thus,
Function could not support one reasonable interpretation of the
claim.

As reviews play a greater role in consumers’ purchasing
decisions, companies are employing new strategies to solicit
reviews and make claims based on those reviews. At the same time,
many of those companies are also carefully watching what their
competitors are doing and bringing challenges when they think those
competitors go too far. We expect to see these challenges
continue.

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guide to the subject matter. Specialist advice should be sought
about your specific circumstances.

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