“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.”

1. False Advertising
Caught, Called Out
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
May 22, 2012. 1

2. Skechers
Wearing Skechers won’t trim your butt
Source: Google News
May 19, 2012
Skechers ordered to
pay $40 million to
settle false advertising
claims
May 22, 2012. 2

3. Reebok
EasyTone 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 Shoes
May 22, 2012. 3

4. Oreck
Its 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. Dannon
Claims 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. Nivea
Nivea skin cream doesn’t help you slim down
Source: FTC
June 29, 2011
Beiersdorf, Inc. to Pay
$900,000 to Settle FTC
Charges
May 22, 2012. 6

7. POM Wonderful
Pomegranate 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. No wonder users trust ..
… peers most, and ads least.
May 22, 2012. 8

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. 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 Omnicom's 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