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False Advertising  Caught, Called Out                Dr. Augustine Fou                http://linkedin.com/in/augustinefou ...
SkechersWearing Skechers won’t trim your butt                                        Source: Google News                  ...
ReebokEasyTone and RunTone don’t strengthen muscles                Source: FTC                September 28, 2011          ...
OreckIts Ultraviolet Vacuum / Air Cleaner Doesn’t Actually Prevent Illness                                                ...
DannonClaims of health benefits were exaggerated                                       Source: FTC                        ...
Nivea Nivea skin cream doesn’t help you slim down                                         Source: FTC                     ...
POM WonderfulPomegranate juice does not cure serious diseases                                    Source: Mediapost        ...
No wonder users trust .. … peers most, and ads least.May 22, 2012.                   8
So what?      “Instead of making false claims or ones that      stretch the truth, why not empower your users to      be y...
Dr. Augustine Fou – Chief Digital Strategist    Dr. Augustine Fou is Chief Digital Strategist of    Marketing Science Cons...
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False Advertising Busted by Augustine Fou

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“Instead of making false claims or ones that stretch the truth, why not empower your users to be your advocates and choose their own words to talk about your brand and products through digital and social media channels.”

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False Advertising Busted by Augustine Fou

  1. 1. False Advertising Caught, Called Out Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.May 22, 2012. 1
  2. 2. SkechersWearing Skechers won’t trim your butt Source: Google News May 19, 2012 Skechers ordered to pay $40 million to settle false advertising claimsMay 22, 2012. 2
  3. 3. ReebokEasyTone and RunTone don’t strengthen muscles Source: FTC September 28, 2011 Reebok to pay $25 million in consumer refunds for deceptive advertising of EasyTone and RunTone ShoesMay 22, 2012. 3
  4. 4. OreckIts Ultraviolet Vacuum / Air Cleaner Doesn’t Actually Prevent Illness Source: FTC April 7, 2011. “Marketer Must Pay $750,000 and stop making false claims.”May 22, 2012. 4
  5. 5. DannonClaims of health benefits were exaggerated Source: FTC February 4, 2011 “Dannon also agreed to stop claiming that DanActive or any yogurt, dairy drink, or probiotic food helps people avoid catching colds or the flu…”May 22, 2012. 5
  6. 6. Nivea Nivea skin cream doesn’t help you slim down Source: FTC June 29, 2011 Beiersdorf, Inc. to Pay $900,000 to Settle FTC ChargesMay 22, 2012. 6
  7. 7. POM WonderfulPomegranate juice does not cure serious diseases Source: Mediapost May 22, 2012 POM can only advertise claims it can back up scientifically.May 22, 2012. 7
  8. 8. No wonder users trust .. … peers most, and ads least.May 22, 2012. 8
  9. 9. So what? “Instead of making false claims or ones that stretch the truth, why not empower your users to be your advocates and choose their own words to talk about your brand and products through digital and social media channels.” - Dr. Augustine Fou Is “digital” your philosophy?May 22, 2012. 9
  10. 10. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is Chief Digital Strategist of Marketing Science Consulting Group, Inc., a company he founded over 11 years ago. He is an industry- recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou.May 22, 2012. acfou@mktsci.com 10

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