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On line 15, column 21 US"><head> <script> var gform;gform||(document.addEventListener("gform_main_scripts_loaded",function(){gform.scriptsLoaded=!0}),window.addEventListener("DOMContentLoaded",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,initializeOnLoaded:function(o){gform.domLoaded&&gform.scriptsLoaded?o():!gform.domLoaded&&gform.scriptsLoaded?window.addEventListener("DOMContentLoaded",o):document.addEventListener("gform_main_scripts_loaded",o)},hooks:{action:{},filter:{}},addAction:function(o,n,r,t){gform.addHook("action",o,n,r,t)},addFilter:function(o,n,r,t){gform.addHook("filter",o,n,r,t)},doAction:function(o){gform.doHook("action",o,arguments)},applyFilters:function(o){return gform.doHook("filter",o,arguments)},removeAction:function(o,n){gform.removeHook("action",o,n)},removeFilter:function(o,n,r){gform.removeHook("filter",o,n,r)},addHook:function(o,n,r,t,i){null==gform.hooks[o][n]&&(gform.hooks[o][n]=[]);var e=gform.hooks[o][n];null==i&&(i=n+"_"+e.length),gform.hooks[o][n].push({tag:i,callable:r,priority:t=null==t?10:t})},doHook:function(n,o,r){var t;if(r=Array.prototype.slice.call(r,1),null!=gform.hooks[n][o]&&((o=gform.hooks[n][o]).sort(function(o,n){return o.priority-n.priority}),o.forEach(function(o){"function"!=typeof(t=o.callable)&&(t=window[t]),"action"==n?t.apply(null,r):r[0]=t.apply(null,r)})),"filter"==n)return r[0]},removeHook:function(o,n,t,i){var r;null!=gform.hooks[o][n]&&(r=(r=gform.hooks[o][n]).filter(function(o,n,r){return!!(null!=i&&i!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][n]=r)}}); </script> <meta charset="UTF-8" /><me |
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On line 34, column 163 et="UTF-8" /><meta name='viewport' content='width=device-width, initial-scale=1.0' /><meta http-equiv='X-UA-Compatible' content='IE=edge' /><link rel="stylesheet" media="print" onload="this.onload=null;this.media='all';" id="ao_optimized_gfonts" href="https://fonts.googleapis.com/css?family=Prompt%3A500%2C400%2C300%2C700%2C600%7CCabin%3A500%2C400%7CCrimson+Text%3A600&amp;display=swap"><link rel="profile" href="https://gmpg.org/xfn/11" /><meta name='robots' content='index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1' /> <script data-cfasync="false" data-pagespeed-no-defer>var gtm4wp_datalayer_name = "dataLayer"; var dataLayer = dataLayer || []; const gtm4wp_scrollerscript_debugmode = false; const gtm4wp_scrollerscript_callbacktime = 100; const gtm4wp_scrollerscript_readerlocation = 150; const gtm4wp_scrollerscript_contentelementid = "content"; const gtm4wp_scrollerscript_scannertime = 60;</script> <link media="all" href="https://hinchprod.wpenginepowered.com/wp-content/cache/autoptimize/css/autoptimize_0e558bd0bd8b3a7248e3a41b8b8a39cf.css" rel="stylesheet"><title>Richard Newman Quoted by Law.com on First FTC Review Hijacking Case</title><link rel="canonical" href="https://www.hinchnewman.com/internet-law-blog/2023/03/richard-newman-quoted-law-com-ftc-first-review-hijacking-action/" /><meta property="og:locale" content="en_US" /><meta property="og:type" content="article" /><meta property="og:title" content="Richard Newman Quoted by Law.com on First FTC Review Hijacking Case" /><meta property="og:description" content="FTC advertising compliance and defense lawyer Richard B. Newman was recently quoted in an article for Law.com titled &#8220;FTC Bags First Settlement in Probe of &#8216;Review Hijacking&#8217; in E-Commerce.&#8221; The article discusses the FTC&#8217;s first case alleging &#8220;review hijacking,&#8221; in which a marketer steals or repurposes reviews of another product. 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On line 195, column 44660 ect-page"><a href="https://www.hinchnewman.com/contact-us/"><span class="menu-item-text">Contact</span></a></li></ul></nav></div></div></header></div></div></div></div></div></div></header><div class="uabb-js-breakpoint" style="display: none;"></div><div id="fl-main-content" class="fl-page-content" itemprop="mainContentOfPage" role="main"><div class="fl-builder-content fl-builder-content-4385 fl-builder-global-templates-locked" data-post-id="4385"><div class="fl-row fl-row-full-width fl-row-bg-uabb_gradient fl-node-5bf1fac225877 fl-row-default-height fl-row-align-center" data-node="5bf1fac225877"><div class="fl-row-content-wrap"><div class="uabb-row-separator uabb-top-row-separator" ></div><div class="fl-row-content fl-row-fixed-width fl-node-content"><div class="fl-col-group fl-node-5bf1fac2257a0" data-node="5bf1fac2257a0"><div class="fl-col fl-node-5bf1fac2257ea" data-node="5bf1fac2257ea"><div class="fl-col-content fl-node-content"><div class="fl-module fl-module-heading fl-node-5d692aae1331c" data-node="5d692aae1331c"><div class="fl-module-content fl-node-content"><h1 class="fl-heading"> <span class="fl-heading-text">Richard Newman Quoted by Law.com on FTC’s First “Review Hijacking” Action</span></h1></div></div></div></div></div></div></div></div><div class="fl-row fl-row-full-width fl-row-bg-photo fl-node-5befb76368df6 fl-row-default-height fl-row-align-center fl-row-bg-fixed" data-node="5befb76368df6"><div class="fl-row-content-wrap"><div class="uabb-row-separator uabb-top-row-separator" ></div><div class="fl-row-content fl-row-fixed-width fl-node-content"><div class="fl-col-group fl-node-5bf308276a41b" data-node="5bf308276a41b"><div class="fl-col fl-node-5bf308276a712" data-node="5bf308276a712"><div class="fl-col-content fl-node-content"><article class="fl-module fl-module-fl-post-content fl-node-5bf1fb7bb05fd" data-node="5bf1fb7bb05fd"><div class="fl-module-content fl-node-content"><p>FTC advertising compliance and defense lawyer Richard B. Newman was recently quoted in an article for Law.com titled &#8220;<a href="https://hinchprod.wpenginepowered.com/wp-content/uploads/2023/03/First-FTC-Review-Hijacking-Action.pdf"><em>FTC Bags First Settlement in Probe of &#8216;Review Hijacking&#8217; in E-Commerce</em></a>.&#8221;</p><p>The article discusses the FTC&#8217;s <a href="https://www.ftc.gov/news-events/news/press-releases/2023/02/ftc-charges-supplement-marketer-hijacking-ratings-reviews-amazoncom-using-them-deceive-consumers">first case</a> alleging &#8220;review hijacking,&#8221; in which a marketer steals or repurposes reviews of another product. The case involves a marketer of vitamins and other supplements that allegedly carried out this tactic by merging its new products on Amazon with different well-established products that had more ratings, reviews and badges.</p><p>Mr. Newman stated, &#8220;[n]ot only is the FTC currently seeking to promulgate us that come with big civil penalties for such conduct, it has recently blanketed the digital advertising industry with warning letters.&#8221;</p><p>According to the FTC, the marketer &#8220;took advantage of an Amazon feature that allows vendors to create or request the creation of &#8216;variation&#8217;” relationships between some products that are similar but differ only in narrow, specific ways – such as color, size, quantity, or flavor. Products with a variation relationship share the same product detail page on Amazon.com and appear as alternative choices, so shoppers can compare and choose among similar products.&#8221;</p><p>&#8220;The product detail page of products that are in a variation relationship displays the total number of ratings, the average star rating, and the reviews for all of the products in the variation relationship,&#8221; the FTC said in its complaint. &#8220;They also share any &#8216;#1 Best Seller&#8217; or &#8216;Amazon’s Choice&#8217; badges.&#8221;</p><article class="node node--type-press-release node--view-mode-full node--80493" role="article"><div class="node__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>According to <a href="https://www.ftc.gov/system/files/ftc_gov/pdf/the_bountiful_company_complaint.pdf">the FTC’s complaint</a>, during 2020 and 2021, Bountiful asked Amazon to create numerous variation relationships for its supplement products with different formulations. According to one purported internal marketer communication, the FTC alleges, the company created variations with some new products “to try and ramp them faster as they were NOT selling and we wanted to give them a little boost in R[atings]&amp;R[eviews] to gain visibility and allow them to also borrow the ‘amazon choice’ badge and best seller badge which worked.”</p></div></div></div></div></article><p>For example, according to the FTC, in March 2020, the company began selling two new products and requested that Amazon combine the new products in a variation relationship with three of its established products, all with different formulations. “Unfortunately people d[id] not love the [one of the products],” but sales “spiked the second we variated the pages and they continue to grow,” purportedly according to one internal company email.</p><article class="node node--type-press-release node--view-mode-full node--80493" role="article"><div class="node__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>The FTC’s complaint alleges that by manipulating product pages, the company misrepresented the reviews, the number of Amazon reviews and the average star ratings of some products, and that some of them were number one best sellers or had earned an Amazon Choice badge.</p><p>In addition to requiring that the company pay $600,000 as monetary relief for consumers, <a href="https://www.ftc.gov/system/files/ftc_gov/pdf/the_bountiful_company_decision_and_order.pdf">the proposed order</a> prohibits the marketer from making similar types of misrepresentations and bars the company from creating a variation relationship – or using other allegedly deceptive review tactics – that purportedly distort what consumers think about its products or services.</p><p>Review hijacking is one of the deceptive or unfair practices involving reviews on which the Commission sought comment in October 2022 when it announced an <a href="https://www.ftc.gov/news-events/news/press-releases/2022/10/ftc-explore-rulemaking-combat-fake-reviews-other-deceptive-endorsements">advance notice of proposed rulemaking</a>.</p></div></div></div><div class="field field--name-field-boilerplate-block field--type-entity-reference field--label-hidden field--count-1"><div class="field__items"><div class="block-content block-content--type-boilerplate block-content--3 block-content--view-mode-default"><div class="block-content__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>Contact the author to discuss how marketers and advertisers can comply with applicable legal regulations, including applicable review, ranking and endorsement best practices.</p><p><strong>Richard B. Newman is an <a href="https://www.hinchnewman.com/practice-areas/internet-law/ftc-and-state-attorney-general-regulatory-compliance-investigation-and-litigation-defense/">FTC advertising practices attorney</a> at Hinch Newman LLP. </strong></p></div></div></div></div></div></div></div></div></article><p><em>Informational purposes only. Not legal advice. 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On line 195, column 32956 ect-page"><a href="https://www.hinchnewman.com/contact-us/"><span class="menu-item-text">Contact</span></a></li></ul></nav></div></div></header></div></div></div></div></div></div></header><div class="uabb-js-breakpoint" style="display: none;"></div><div id="fl-main-content" class="fl-page-content" itemprop="mainContentOfPage" role="main"><div class="fl-builder-content fl-builder-content-4385 fl-builder-global-templates-locked" data-post-id="4385"><div class="fl-row fl-row-full-width fl-row-bg-uabb_gradient fl-node-5bf1fac225877 fl-row-default-height fl-row-align-center" data-node="5bf1fac225877"><div class="fl-row-content-wrap"><div class="uabb-row-separator uabb-top-row-separator" ></div><div class="fl-row-content fl-row-fixed-width fl-node-content"><div class="fl-col-group fl-node-5bf1fac2257a0" data-node="5bf1fac2257a0"><div class="fl-col fl-node-5bf1fac2257ea" data-node="5bf1fac2257ea"><div class="fl-col-content fl-node-content"><div class="fl-module fl-module-heading fl-node-5d692aae1331c" data-node="5d692aae1331c"><div class="fl-module-content fl-node-content"><h1 class="fl-heading"> <span class="fl-heading-text">Richard Newman Quoted by Law.com on FTC’s First “Review Hijacking” Action</span></h1></div></div></div></div></div></div></div></div><div class="fl-row fl-row-full-width fl-row-bg-photo fl-node-5befb76368df6 fl-row-default-height fl-row-align-center fl-row-bg-fixed" data-node="5befb76368df6"><div class="fl-row-content-wrap"><div class="uabb-row-separator uabb-top-row-separator" ></div><div class="fl-row-content fl-row-fixed-width fl-node-content"><div class="fl-col-group fl-node-5bf308276a41b" data-node="5bf308276a41b"><div class="fl-col fl-node-5bf308276a712" data-node="5bf308276a712"><div class="fl-col-content fl-node-content"><article class="fl-module fl-module-fl-post-content fl-node-5bf1fb7bb05fd" data-node="5bf1fb7bb05fd"><div class="fl-module-content fl-node-content"><p>FTC advertising compliance and defense lawyer Richard B. Newman was recently quoted in an article for Law.com titled &#8220;<a href="https://hinchprod.wpenginepowered.com/wp-content/uploads/2023/03/First-FTC-Review-Hijacking-Action.pdf"><em>FTC Bags First Settlement in Probe of &#8216;Review Hijacking&#8217; in E-Commerce</em></a>.&#8221;</p><p>The article discusses the FTC&#8217;s <a href="https://www.ftc.gov/news-events/news/press-releases/2023/02/ftc-charges-supplement-marketer-hijacking-ratings-reviews-amazoncom-using-them-deceive-consumers">first case</a> alleging &#8220;review hijacking,&#8221; in which a marketer steals or repurposes reviews of another product. The case involves a marketer of vitamins and other supplements that allegedly carried out this tactic by merging its new products on Amazon with different well-established products that had more ratings, reviews and badges.</p><p>Mr. Newman stated, &#8220;[n]ot only is the FTC currently seeking to promulgate us that come with big civil penalties for such conduct, it has recently blanketed the digital advertising industry with warning letters.&#8221;</p><p>According to the FTC, the marketer &#8220;took advantage of an Amazon feature that allows vendors to create or request the creation of &#8216;variation&#8217;” relationships between some products that are similar but differ only in narrow, specific ways – such as color, size, quantity, or flavor. Products with a variation relationship share the same product detail page on Amazon.com and appear as alternative choices, so shoppers can compare and choose among similar products.&#8221;</p><p>&#8220;The product detail page of products that are in a variation relationship displays the total number of ratings, the average star rating, and the reviews for all of the products in the variation relationship,&#8221; the FTC said in its complaint. &#8220;They also share any &#8216;#1 Best Seller&#8217; or &#8216;Amazon’s Choice&#8217; badges.&#8221;</p><article class="node node--type-press-release node--view-mode-full node--80493" role="article"><div class="node__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>According to <a href="https://www.ftc.gov/system/files/ftc_gov/pdf/the_bountiful_company_complaint.pdf">the FTC’s complaint</a>, during 2020 and 2021, Bountiful asked Amazon to create numerous variation relationships for its supplement products with different formulations. According to one purported internal marketer communication, the FTC alleges, the company created variations with some new products “to try and ramp them faster as they were NOT selling and we wanted to give them a little boost in R[atings]&amp;R[eviews] to gain visibility and allow them to also borrow the ‘amazon choice’ badge and best seller badge which worked.”</p></div></div></div></div></article><p>For example, according to the FTC, in March 2020, the company began selling two new products and requested that Amazon combine the new products in a variation relationship with three of its established products, all with different formulations. “Unfortunately people d[id] not love the [one of the products],” but sales “spiked the second we variated the pages and they continue to grow,” purportedly according to one internal company email.</p><article class="node node--type-press-release node--view-mode-full node--80493" role="article"><div class="node__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>The FTC’s complaint alleges that by manipulating product pages, the company misrepresented the reviews, the number of Amazon reviews and the average star ratings of some products, and that some of them were number one best sellers or had earned an Amazon Choice badge.</p><p>In addition to requiring that the company pay $600,000 as monetary relief for consumers, <a href="https://www.ftc.gov/system/files/ftc_gov/pdf/the_bountiful_company_decision_and_order.pdf">the proposed order</a> prohibits the marketer from making similar types of misrepresentations and bars the company from creating a variation relationship – or using other allegedly deceptive review tactics – that purportedly distort what consumers think about its products or services.</p><p>Review hijacking is one of the deceptive or unfair practices involving reviews on which the Commission sought comment in October 2022 when it announced an <a href="https://www.ftc.gov/news-events/news/press-releases/2022/10/ftc-explore-rulemaking-combat-fake-reviews-other-deceptive-endorsements">advance notice of proposed rulemaking</a>.</p></div></div></div><div class="field field--name-field-boilerplate-block field--type-entity-reference field--label-hidden field--count-1"><div class="field__items"><div class="block-content block-content--type-boilerplate block-content--3 block-content--view-mode-default"><div class="block-content__content"><div class="field field--name-body field--type-text-with-summary field--label-hidden"><div class="field__items"><div class="field__item"><p>Contact the author to discuss how marketers and advertisers can comply with applicable legal regulations, including applicable review, ranking and endorsement best practices.</p><p><strong>Richard B. Newman is an <a href="https://www.hinchnewman.com/practice-areas/internet-law/ftc-and-state-attorney-general-regulatory-compliance-investigation-and-litigation-defense/">FTC advertising practices attorney</a> at Hinch Newman LLP. </strong></p></div></div></div></div></div></div></div></div></article><p><em>Informational purposes only. Not legal advice. May be considered attorney advertising.</em></p></div></article></div></div><aside class="fl-col fl-node-5c081f63a4616 fl-col-small fl-col-has-cols" data-node="5c081f63a4616"><div class="fl-col-content fl-node-content"><div class="fl-module fl-module-widget fl-node-5c081f63a49e2" data-node="5c081f63a49e2"><div class="fl-module-content fl-node-content"><div class="fl-widget"><div class="widget widget_search"><form aria-label="Search" method="get" role="search" action="https://www.hinchnewman.com/" title="Type and press Enter to search."> <input aria-label="Search" type="search" class="fl-search-input form-control" name="s" placeholder="Search" value="" onfocus="if (this.value === 'Search') { this.value = ''; }" onblur="if (this.value === '') this.value='Search';" /></form></div></div></div></div><div class="fl-col-group fl-node-5c3e50be75d5b fl-col-group-nested fl-col-group-responsive-reversed" data-node="5c3e50be75d5b"><div class="fl-col fl-node-5c3e50b4aa83b fl-visible-desktop fl-visible-large fl-col-bg-photo" data-node="5c3e50b4aa83b"><div class="fl-col-content fl-node-content"><aside class="fl-module fl-module-heading fl-node-5c360966036d0 fl-visible-desktop fl-visible-large fl-visible-medium" data-node="5c360966036d0"><div class="fl-module-content fl-node-content"><h3 class="fl-heading"> <span class="fl-heading-text"><strong>Areas of Concentration</strong><hr></span></h3></div></aside><div id="sidebar-menu" class="fl-module fl-module-pp-advanced-menu fl-node-5c360966036d4 fl-visible-desktop fl-visible-large fl-visible-medium" data-node="5c360966036d4"><div class="fl-module-content fl-node-content"><div class="pp-advanced-menu pp-advanced-menu-accordion-collapse pp-menu-default pp-menu-align-left pp-menu-position-below"><div class="pp-clear"></div><nav class="pp-menu-nav" aria-label="SideBar-InternetLaw" itemscope="itemscope" itemtype="https://schema.org/SiteNavigationElement"><ul id="menu-sidebar-internetlaw" class="menu pp-advanced-menu-expanded pp-toggle-arrows"><li id="menu-item-1598" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children pp-has-submenu"><div c |
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