Following Direct Selling Self-Regulatory Council Inquiry, Arbonne Voluntarily Discontinues and Modifies Online Earnings Representations and Revises IDS
McLean, VA – February 5, 2025 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that Arbonne International, LLC modify or discontinue its presentation of certain earnings claims made on the Arbonne website, by salesforce members on social media, and on its income disclosure statement (IDS).
The inquiry into Arbonne, a direct selling company with product lines including skincare, cosmetics, and nutrition, was commenced by DSSRC following an inquiry brought by a non-governmental consumer advocacy group (NGO).
The online earnings claims that formed the basis of this inquiry include, but were not limited to:
The NGO was concerned the challenged earnings claims overstated the amount of income that can be generally expected by Arbonne independent consultants participating in the Arbonne business opportunity and that its disclosure of generally expected results did not adequately qualify atypical earnings claims. The NGO was also concerned that the Arbonne IDS was misleading.
Arbonne voluntarily facilitated the removal of 40 of the 53 social media posts that were identified in the inquiry. DSSRC concluded that while several of the remaining social media posts were adequately disseminated, other posts necessitated a clear and conspicuous disclosure of earnings results that could be generally expected by the typical Arbonne salesforce member.
In addition, Arbonne, after reviewing a recently released report from the Federal Trade Commission (FTC) for an IDS, modified its IDS to ensure that the information presented in the document was clear and concise and that the earnings data was provided in a context that would not be misinterpreted by the reasonable consumer.
DSSRC agreed with Arbonne’s actions to modify or remove 40 of the 53 challenged claims on social media and its public website, as well as to modify its IDS, and acknowledged these good faith efforts. DSSRC remained concerned, however, about the 13 challenged claims that remain public, and that certain posts required the viewer to scroll down to the end of the post before being directed to the Arbonne disclosure and, as such, was not in close proximity to the triggering claim and not clear and conspicuous, including one post that included no disclosure at all and others that included non-active links to the IDS. DSSRC recommended that Arbonne modify those posts.
With respect to Arbonne’s updated IDS, DSSRC determined that the modified document was presented in a format that was clear and concise and that the earnings data was provided in a context that was straightforward and would not be misinterpreted by the reasonable consumer, but nevertheless recommended that Arbonne modify the language in its disclosure pertaining to business opportunity participants who did not earn any income to reinforce that the depicted income data in its IDS pertained to gross earnings.
In its advertiser statement, Arbonne stated that it is “fully committed to its compliance efforts and abiding by the DSA Code of Ethics, DSSRC’s Earnings Claims Guidance, and legally enforceable and reasonable guidance from the FTC.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.
The inquiry into Arbonne, a direct selling company with product lines including skincare, cosmetics, and nutrition, was commenced by DSSRC following an inquiry brought by a non-governmental consumer advocacy group (NGO).
The online earnings claims that formed the basis of this inquiry include, but were not limited to:
- “We know you are interested in the bottom line: How much can an Arbonne Independent Consultant earn? … [W]hen building an Arbonne Business, your time, skill, sales, and efforts determine your success. You are your own boss. Create a future of your own design! And when you encourage others to realize their own dreams, your potential to earn more grows even more…”.
- “Arbonne is the most fun you’ll have while selling and earning commissions! Change your life and the lives of others by sharing extraordinary products and an exciting business opportunity with them…”.
- “And so at the age of 21, when I decided that you could make an income from this business on my phone, I jumped in straight away…”.
- “…My commitment to my Arbonne business helped me be able to provide [my daughter] services to help her thrive…”.
- “…Through my Arbonne business, I’ve been able to not only successfully contribute to my family, but I have pursued happiness through building my own network marketing business…”.
- “COMPETITIVE EARNINGS – Our unique business model offers the opportunity to earn weekly commissions through your personal sales, override commissions on your team members’ sales and earn cash awards at every level.”
- “Earn a little extra money”; “Earn supplemental money”; “My business allowed my spouse/partner to pursue other business ventures.”
- “If u like health, wellbeing friendship & connection, & want income too-this is the month to chat.”
- “Looking for girls 18+ wanting to make income from your phone…”.
The NGO was concerned the challenged earnings claims overstated the amount of income that can be generally expected by Arbonne independent consultants participating in the Arbonne business opportunity and that its disclosure of generally expected results did not adequately qualify atypical earnings claims. The NGO was also concerned that the Arbonne IDS was misleading.
Arbonne voluntarily facilitated the removal of 40 of the 53 social media posts that were identified in the inquiry. DSSRC concluded that while several of the remaining social media posts were adequately disseminated, other posts necessitated a clear and conspicuous disclosure of earnings results that could be generally expected by the typical Arbonne salesforce member.
In addition, Arbonne, after reviewing a recently released report from the Federal Trade Commission (FTC) for an IDS, modified its IDS to ensure that the information presented in the document was clear and concise and that the earnings data was provided in a context that would not be misinterpreted by the reasonable consumer.
DSSRC agreed with Arbonne’s actions to modify or remove 40 of the 53 challenged claims on social media and its public website, as well as to modify its IDS, and acknowledged these good faith efforts. DSSRC remained concerned, however, about the 13 challenged claims that remain public, and that certain posts required the viewer to scroll down to the end of the post before being directed to the Arbonne disclosure and, as such, was not in close proximity to the triggering claim and not clear and conspicuous, including one post that included no disclosure at all and others that included non-active links to the IDS. DSSRC recommended that Arbonne modify those posts.
With respect to Arbonne’s updated IDS, DSSRC determined that the modified document was presented in a format that was clear and concise and that the earnings data was provided in a context that was straightforward and would not be misinterpreted by the reasonable consumer, but nevertheless recommended that Arbonne modify the language in its disclosure pertaining to business opportunity participants who did not earn any income to reinforce that the depicted income data in its IDS pertained to gross earnings.
In its advertiser statement, Arbonne stated that it is “fully committed to its compliance efforts and abiding by the DSA Code of Ethics, DSSRC’s Earnings Claims Guidance, and legally enforceable and reasonable guidance from the FTC.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.