Prose introduced a obstacle to Function’s assert that it had “around 110,000 5-star solution testimonials!” for its Perform of Elegance customizable hair care merchandise. NAD advised that the advertiser discontinue the challenged assert or modify it to tout the range of 5-star testimonials it can reliably guidance.
Fast-Monitor Swift is anexpedited method designed for single-issue advertising and marketing circumstances. According to NAD, the “110,000 5-star product opinions” declare was suitable for Quickly-Keep track of Swift simply because the issue was limited to irrespective of whether the advertiser provided a sensible foundation for the declare when it counted reviews in the blended “shampoo and conditioner” category as two individual solution testimonials, one for shampoo and just one for conditioner.
NAD identified that at the very least one affordable interpretation of the assert “more than 110,000 5-star merchandise testimonials!” is the express message that consumers have submitted 110,000 distinct evaluations. Nothing in the context of the assert, or the declare alone alerts customers that its rely of 5-star testimonials is based mostly on counting a single assessment of shampoo and conditioner as two product testimonials. Nor did the advertiser offer a realistic basis to help the assert that it has over 110,000 item reviews for “shampoo and conditioner” since reviewers had no system to price the goods separately.
In its advertiser’s assertion, Perform stated that while it “disagrees with NAD’s determination that [it] lacked a realistic foundation for its declare, we welcome NAD’s guidance in this place.”