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Avoid Misleading Messages When Advertising Medical Devices

Advertisers of medical devices face complex tasks when marketing their products. In addition to complying with FDA regulations, medical device advertising is subject to the same truth-in-advertising principles set by the FTC. In addition to express claims, marketers are responsible for all the messages reasonably conveyed to consumers in their advertising and should ask some important questions to ensure consumers are not misled. Ask yourself these questions when advertising medical devices to avoid conveying misleading messages.
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The Do’s and Don’ts of Buying Smart for Baby: A Primer from Privacy Experts

Researching a new product and finding the critical or in-depth information you are looking for to build confidence in your purchasing decision often requires sifting through superficial lists of “best products.” These lists are often sponsored by the products they feature, which means instead of a focus on being helpful they are full of incentivized endorsements and affiliate links. In this blog, we provide a list – not a sponsored list – of some do’s and don’ts for how to confidently research smart devices.
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When Web Designs Turn Into Dark Patterns And What To Do About It

Recently I wrote about the proliferation of dark patterns and tried to give readers a sense of just how widespread these practices are. But it is not just the pervasiveness of dark patterns that has lawmakers and regulators concerned, it is the intent behind them and their impact on consumers. Nonprofit leaders, in particular, should be aware of this and how to guard against it given that they are well-positioned to garner and enhance consumer trust.
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Politics Aside, Advertising Gains Guidance on Deception and Substantiation in the 1980s

As we continue to celebrate the 50th anniversary of the National Advertising Division (NAD) we are looking forward while taking stock of past decades, with a special focus on decisions and developments that continue to impact advertising law and NAD cases today. This month we highlight two pivotal moments from the 1980’s that helped shape NAD’s jurisprudence.
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The Confidence and Perception Behind Online Reviews

Aug 19, 2020

OnlineReviews Bazaarvoice BBB National Programs Podcast

 

You’ve likely heard about fake news, but how much have you heard about fake reviews?

For the majority, online reviews and ratings hold considerable merit in influencing purchasing decisions. They have integrated into a form of advertising for today’s companies. People feel more assured about spending their money on brands with five-star reviews than those with little to no feedback. A purpose that was once fulfilled primarily by word-of-mouth and social cues has been replaced by reviews and ratings to validate consumer investments.

 

But what if this validation is based on lies?

Fake, also known as fraudulent reviews, are not a new concept, but their presence is becoming progressively harder to detect as technology improves. In our digital world, which is in a heightened state due to the circumstances of the COVID-19 pandemic, the influence reviews have is now intensified. 

In a recent BBB National Programs’ >Better Series Podcast, Joe Rohrlich, the Chief Revenue Officer of Bazaarvoice, spoke to two direct effects of the competition and urgency amongst companies to have reviews. The first being the presence of fake reviews and the second being consumers approaching online reviews with a critical eye.

Rohrlich described how awareness of a product is no longer enough to guarantee a purchase. As consumers are now “looking for a combination of expert and peer opinions” that supports their awareness, the presence of one review can be enough to increase a product’s online conversion by 10 percent.

While positive reviews strongly improve the likelihood of a purchase, the presence of reviews that are fake or perceived to be so can be devastating to a company's bottom line and reputation.

“When shoppers suspect fake reviews, 31% say it’s a product they are not going to buy,” said Rohrlich. He explained that it also impacts the trust consumers place on the brand and that, as that trust disappears, “82% of them said they avoid using that brand again in the future.

To combat the dangers of fake reviews, Rohrlich suggests that companies aim for transparency and support disclosure because this helps create confidence in the reviews' authenticity.

Though it’s not a new trend, 2020 has seen a rise in online shopping due to the pandemic. Since the beginning of March, Bazaarvoice has seen an increase in online shopping and ordering every week. As the world becomes more accustomed to online shopping, there is an increased reliance on the content out there about products consumers are considering for purchase. Rohrlich said that businesses are preparing for a new type of smarter consumer.

This leaves companies with two approaches when it comes to this new form of advertising: they can either ignore reviews, or they can capitalize on them. Instead of falling victim to fake reviews or attempting to utilize them to create a false perception of your company, let your product speak for itself. If you practice disclosure and transparency, as well as keep your feed clear of fake reviews, you’ll find it easier to keep your current customers and see your audience grow.