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ARTICLE · 15 JULY 2021

NAD Addresses Math Problems In Counting Reviews (Again)

Kelley Drye & Warren LLP
Kelley Drye & Warren LLP
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Kelley Drye & Warren LLP

Kelley Drye & Warren LLP

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Earlier this year, Prose – a company that makes customized haircare products – brought an NAD challenge against Function – a competitor in the same business...

United StatesMedia, Telecoms, IT, Entertainment
Gonzalo E. Mon
Gonzalo E. Mon

Earlier this year, Prose – a company that makes customized haircare products – brought an NAD challenge against Function – a competitor in the same business – over Function's claims that it had over 110,000 5-star product reviews. We posted about that decision in March. This week, NAD announced a decision in a challenge that Function brought against Prose over Prose's claims that it had over 192,000 5-star product reviews.

When a consumer buys a product from Prose, the company solicits star-ratings on various aspects of the customer's experience after each purchase. Prose may then revise its formulation after receiving feedback. For example, if a customer indicates that she would prefer a stronger fragrance, Prose may make that adjustment on subsequent purchases. The iterative process of reviewing and refining happens every time the customer orders.

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