Latest FTC Actions Highlight the Perils of Aggressive Corporate Behavior

Screen Shot 2015-09-25 at 12.20.32 PMIn the wake of recent FTC actions, a new pattern of consumer protection action has emerged: Companies who go too far in their marketing or give the appearance of an anti-consumer bias may be putting their companies at great risk.

Today’s target is the weight-loss company Roca Labs, who, along with aggressive, claim-filled marketing campaigns, has attempted to prevent online negativity about its products by attacking naysayers via fine print, lawsuits and legal intimidation. The case is an example of egregious company treatment toward “the little guy”, behavior that has inspired an enormous backlash on consumer websites and ultimately led to vigorous action from regulators.

As the article states, it’s a lot less likely the FTC would have taken the Roca Labs case on had it not actually gone out and started suing its critics.

Today’s lesson? Carefully evaluate your marketing for any potential claims and be especially careful about employing heavy-handed legal action against those who dare say bad things about your company. Instead, build an online reputation protection program, monitor your field for compliance, and always treat people with respect, even if they don’t like you.

Read the full article here.



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