When Advertisers Are Liable For Claims In Reviews

Law360 (April 3, 2019, 2:22 PM EDT) -- The National Advertising Division, a part of the Council of the Better Business Bureau that investigates and resolves disputes among advertisers, recently examined, for the first time, the extent to which an advertiser is responsible for claims made by consumers via reviews posted on third-party retail sites and known by the advertiser to be inaccurate or unsupported.

In Advanced Purification Engineering Corporation (Water Filter Systems),[1] claims by Advanced Purification Engineering Corporation, or APEC, for its water filtration system were challenged by Aquasana, a maker of competitive water filtration products. Aquasana argued that APEC misleads consumers with claims that its water filters are...

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