広告における誤解を招く統計の一般的な種類 – およびそれらを見分ける方法

例:広告会社は、「クライアントの 80%」のリードを変換したというケーススタディを発表するかもしれません。 この数字は有望に見えますが、非常に曖昧です。 その数字は顧客全体を表しているのでしょうか、それともほんの一部でしょうか? そして、同社はそのデータを収集するためにどのような手段を使用したのでしょうか?

このテクニックを見分ける方法:

• 曖昧な割合:一部のブランドでは、顧客 8 人中 3 人が自社製品に対して否定的な反応を示しても、その割合を 37.5% と明言していない場合があります。 代わりに、38% に切り上げたり、「ほぼ 40%」と言う場合もあります。
• 生の数字に注目してください。とはいえ、ブランドはパーセンテージの代わりに「8 個中 3 個」を示すこともできます。

でっちあげの数字

そしてもちろん、ブランドが調査を行わずに製品の有効性を示す統計を発表する場合もあります。 彼らは人々の購入を促すために、広告キャンペーンで使用するために数字をでっちあげます。

例:健康食品会社は、この主張を裏付けるデータがないにもかかわらず、顧客の 55% が食事中に血圧の低下を経験したと言うことができます。 そして、これらの主張を自分で調べて調べる人はほとんどいないため、製品のパッケージに記載されているからといってそれを信じるだけです。

このテクニックを見分ける方法:

• マーケティングとしてはうますぎる： 「一食で血圧が下がる」といった主張は非現実的です。 何が本物で何がスネークオイルなのかを見分けるために、最善の直感を働かせてください。
• さまざまなリソースを確認してください:ブランドが不正な請求を行った場合、FTC から罰金が科せられます。 調査を行うか、少なくとも Google で簡単に検索して、その企業が過去に警告や罰金を受けていないかどうかを確認してください。

俺たちと一緒に仕事しようよ

広告における誤解を招く統計の 7 つの例

広告における統計の悪用に関する事例は数多くあり、これらの事例は、これらの手法が実際にどのように使用されているかについて貴重な洞察を提供する可能性があります。 ここでは、誤解を招く統計の一般的な例をいくつか見ていきます。

Sephora と Clean Beauty の広告

非常に多くの美容製品があるため、消費者は自分の肌に何を付けるかを安心して知りたいと考えています。 「クリーン ビューティー」運動が消費者を席巻し、危険な成分、刺激の強い化学物質、香料を含まない製品に対する信頼感が高まったのはそのためです。

しかし、美容業界では「クリーンビューティーとは何なのか？」という議論が巻き起こりました。 これらの製品に対する監視はほとんどなく、遵守すべき「クリーンな」基準が設定されています。 メガビューティーブランドのセフォラが「クリーンビューティー」広告で問題を起こし、現在虚偽広告で訴訟を起こされているのはこのためだ。

セフォラは自社製品を「クリーン」だと宣伝していたが、それでも合成成分や有害な成分が含まれていた。 原告は、同社が虚偽の広告に耽溺しただけでなく、これらの製品に対してより高額な料金を請求したため、これは欺瞞的であると主張した。

セフォラは何と言ったのですか？ 同社のウェブサイトには、クリーンラインの製品にはパラベン、鉱物油、フタル酸エステル、ホルムアルデヒド、硫酸塩の SLES および SLS が含まれていないと記載されています。 同時に原告は、これは製品には合成成分が一切含まれていないとする「クリーンな」美しさに対する消費者の見方と矛盾しているとも主張している。

この訴訟は、クリーンな美しさについての私たちの理解という大きな問題を詳述しています。 Google で「クリーン ビューティー」を検索すると、多くの Web サイトでさまざまな主張が表示されます。クリーン ビューティーにはセフォラが詳述した成分が含まれていないと述べているウェブサイトもあれば、製品が天然成分のみで作られていると述べているウェブサイトもあります。

規制当局が「クリーンな」美しさの具体的な定義を提示するまで、ブランドは慎重に自社製品を「クリーン」と表示する必要があり、さもなければ同様の虚偽広告訴訟に直面することになる。

Teami と根拠のない健康上の利点

Teami が 2013 年に初めて設立されたとき、それは有望なブランドであるように見えました。 彼らは、楽しくてトレンディーなソーシャル メディアの投稿や印象的なインフルエンサーとのコラボレーションを利用して、健康茶を宣伝しました。 それとも、この会社には見た目以上のものがありましたか?

It only takes a quick glance at this blog to see Teami making serious medical claims:

In the first paragraph alone, they state that you have toxins lining the inside of your colon walls. しかし、これは本当でしょうか？ What facts and sources do they have to back up this claim?

This wasn't enough for the FTC. They sued Teami, LLC, the company's CEO, Adi Halevy, and Yogev Malul, an officer of Teami. In the lawsuit, numerous influencers who branded with Teami, who failed to mention they were being paid to advertise these teas, were also mentioned.

The lawsuit centered around their deceptive ads and touting the health benefits of their products. In the lawsuit, they point out specific teas and the medical claims each makes in their advertising, such as how the Teami Profit tea unclogs arteries and fights cancer cells.

In 2022, the FTC refunded Teami consumers with a check worth no more than $45 each, totaling a payout of more than $930,000.

Bang Energy Super Creatine Ad

Since so many of us live busy lives, there are always plenty of brands and products emerging to keep us on the go. Bang Energy is one example. With plenty of caffeine and over 40 “fun flavors”, Bang Energy promises to provide an “explosive boost of energy.”

However, the energy drink market is oversaturated. Bang Energy had to get creative with its advertising to separate itself from competitors. And their tactic was taking advantage of the fitness industry and the nutrients workout enthusiasts use to enhance gym performance.

Bang Energy started promoting their drinks as containing “super creatine“:

The problem is that super creatine doesn't exist. Creatine is a naturally made compound that supplies energy to your muscles and is also found in protein-rich foods.

This claim caught the attention of competitor Monster Energy, who sued Bang over false advertising laws in 2023. Monster's argument was that Bang used this misleading claim to take away business from them, and Monster was awarded $293 million. As a result, Vital Pharmaceuticals, Inc., Bang's parent company, filed for Chapter 11 bankruptcy. A few months later, Monster agreed to buy Bang. However, the FTC still must review this deal.

Hey Dude Shoes Suppressed Negative Customer Reviews

Customer reviews are an essential way for consumers to research products. So when a brand removes their negative reviews, they don't have an unbiased product research method.

That's why Hey Dude Shoes was fined when they suppressed 80% of reviews with less than four-star ratings in 2020-2022. Hey Dude Shoes did this by relying on a third-party review platform, where they rejected or didn't post less favorable reviews.

In addition, Hey Dude Shoes failed to cancel customer orders, never issued shipping delay notices, and gave gift cards instead of refunding the order to the original form of payment.

The FTC stated that this violated the Mail, Internet, and Telephone Order Rule, and Hey Dude Shoes were fined $1.95 million. These funds will be used to refund customers.

Activia Yogurt Overstated Its Health Benefits

We would like to think healthy food products are being honest about the health benefits they're touting, but that isn't always the case. This happened to Activia Yogurt and its parent company, Dannon:

The company faced a class-action lawsuit in California, and the plaintiff alleged the company used false advertising to make unsupported health claims in their marketing, exaggerating the benefits of their yogurt.

Some of their statements include “regulate one's digestive system” and using a false name of a probiotic bacterium (Activia used different variations of this term throughout the US, Canada, and UK).

This lawsuit also alleged that because of the false advertising statistics, the company inflated the price of their yogurt. As a result of the lawsuit, Dannon agreed to change its ad copy and drop the health claims.

Low-Level Light Therapy Device Claims It Treats Chronic Pain

Living with chronic pain is unbearable, and many patients are finding alternatives to pharmaceuticals. This caused many companies to tout non-conventional treatments to target vulnerable patients, including new technologies like low-level light therapy (LLLT).

An example is Willow Curve, an LLLT device that claimed it treated severe pain. Ever since it was developed in 2014, the marketing stated this was a “smart device” that that “clinically proven” to reduce pain and inflammation.

The FTC challenged this claim as false advertising since it lacked scientific data to support its “clinically proven” status. In addition, Willow Curve falsely stated the FDA approved it, used deceptive native ads in their campaign, and had a bogus money-back guarantee.

The FTC imposed a $22 million judgment on Physician Technology, LLC and Willow Labs, LLC.

Sobriety Supplement Relied on Paid Endorsements and Fake Reviews

Recovering from alcohol addiction is difficult, and those wanting to enjoy a sober life may rely on products to help them curb their cravings. Unfortunately, this vulnerability can attract fraudulent companies.

Sobrenix is an example. This supplement is made by Rejuvica and targets those recovering from alcohol addiction. They used deceptive advertising to claim their supplements reduced alcohol cravings – with no evidence to back it up. In reality, the supplement is made of kudzu root and various vitamins and minerals.

Not only that, but Rejuvica promoted the supplement using paid endorsements, though the endorsements failed to address their collaborations with the brand. In addition, Rejuvica created fake review websites and the company staff members left ratings on these bogus sites (the image below is tongue-in-cheek):

As a result, Rejuvica must pay $650,000 to the FTC, which they will use to refund customers.

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Combating False Advertising Statistics

The use of misleading statistics in advertising has a significant impact on consumer trust and decision-making.

When consumers are presented with misleading information, they may make an uninformed decision, ultimately harming their health or finances. This can lead to a loss of trust in the advertising industry, and consumers may become skeptical of any advertising claims they encounter.

As consumers become more aware of data fishing and other techniques used to manipulate advertising, they are demanding more transparency and honesty from companies. This has led to the rise of several organizations that play a role in regulating advertising to provide consumers with accurate information about products.

Advertising Standards Authority (ASA)

The Advertising Standards Authority (ASA) is the UK's independent advertising regulator across all media. Its role is to ensure that advertising is legal and only makes truthful statements. The ASA has specific guidelines on using statistics in advertising and actively monitors ads to ensure they comply with them.

連邦取引委員会 (FTC)

The Federal Trade Commission (FTC) is the US's consumer protection agency. It can take legal action against companies that engage in deceptive practices, including using false advertising statistics.

The FTC takes a proactive approach to protecting consumers and takes action against companies that use false advertising claims.

Consumer advocacy groups often have close relationships with these regulatory bodies, which allows them to advocate for consumer rights and raise awareness of deceptive advertising practices.

You can report fraudulent product claims and misleading online and print ads to:

• The FTC at ReportFraud.ftc.gov
• Or to your state attorney general's consumer protection site

Independent Product Reviews

Independent product reviews are conducted by impartial experts or everyday consumers who test and evaluate products based on various criteria such as performance, quality, durability, and value for money. These reviews offer valuable insights into the strengths and weaknesses of products, allowing potential buyers to weigh their options objectively.

Numerous independent product review sites provide unbiased assessments and evaluations of a wide range of products, including:

• Consumer Reports : This reputable nonprofit organization conducts extensive testing and research on various consumer products. They provide in-depth reviews, ratings, and buying guides to help consumers make informed decisions.
• Wirecutter : This site, owned by The New York Times , offers expert reviews and recommendations on various products. Their team of experienced journalists and experts thoroughly researches and tests products to provide unbiased and reliable information.
• CNET : This is a trusted technology and consumer electronics review site. They provide comprehensive reviews, ratings, and buying advice on products ranging from smartphones and laptops to home appliances and smart gadgets.
• Good Housekeeping : This popular magazine and website features independent product reviews across various categories, including home appliances, beauty products, and household items. Their experts rigorously test products to assess their performance, safety, and overall value.
• TripAdvisor : This well-known platform for travel-related reviews and recommendations allows users to share their experiences and provide feedback on hotels, restaurants, attractions, and more, helping travelers make informed choices.
• Yelp : This is a widely used platform that allows consumers to review and rate local businesses, including restaurants, retail stores, and service providers. It provides a community-driven platform where people can share their experiences and opinions.

It's worth noting that while these sites strive to provide unbiased information, it's always a good idea to consider multiple sources and reviews to form a well-rounded perspective.

Consumer Watchdog Groups

A consumer watchdog group is an organization or entity that actively monitors and investigates business practices, products, and services to protect consumers and ensure fair and ethical practices in the marketplace.

They scrutinize false advertising claims and practices to identify instances of misleading statistics or deceptive marketing techniques in an effort to hold companies accountable and enhance public interest.

The most common consumer watchdog groups include:

• アメリカ消費者連盟: CFA は、消費者の権利と保護を主張する非営利団体です。 製品の安全性、金融サービス、消費者のプライバシーなどの消費者問題に関する研究、教育、擁護キャンペーンを実施しています。
• Public Citizen :これは、消費者擁護と企業の説明責任に重点を置く非営利団体です。 彼らは、ヘルスケア、製品の安全性、金融規制などの分野で消費者の利益を保護すると同時に、透明性と公正な取引慣行を促進するよう努めています。
• Better Business Bureau : BBB は、企業と消費者の仲介役として機能する非営利団体です。 彼らは、消費者が情報に基づいた選択をし、企業に対する苦情に対処できるよう、評価、レビュー、紛争解決サービスを提供しています。

透明性と独立したリソースの利用可能性に対する需要の高まりにより、企業は広告活動においてより慎重になるようになりました。 現在、多くの企業は、正確で信頼できる情報を提供することで顧客との信頼関係を築くことの重要性を認識しています。

その結果、一部の企業は、誠実さと信頼性への取り組みを示すために、調達方法、製造プロセス、または第三者認証を開示するなどの透明性への取り組みを採用しています。

広告における誤解を招く統計に関する最後の言葉

誤解を招く統計や虚偽の広告は完全に間違っており、消費者の信頼や意思決定に重大な影響を与える可能性があります。

消費者が購入する際に犯しやすい数少ない間違いの 1 つは、広告に疑問を抱かないことです。 消費者が購入する製品やサービスについて情報に基づいた決定を下すには、これらのテクニックを認識することが不可欠です。

消費者は、広告における数値データの操作に使用される手法と、この問題に対処する規制当局の役割を理解することで、広告の宣伝文句が正確で誤解を招くものではないことを確認することができます。

信頼と透明性を持ってビジネスをレベルアップしたい場合は、Single Grain の有料広告の専門家がお手伝いします。

俺たちと一緒に仕事しようよ

Stephanie Jensen が寄稿した追加コンテンツ。