BBB study shows misleading free trial offers
The Better Business Bureau
HUNTINGTON - The internet is rife with ads and links leading to pictures of celebrities and “miracle” products that promise easy weight loss, whiter teeth or disappearing wrinkles. You may be enticed to try these products through a “risk-free” trial: Just enter your name, address and credit card number, and the product will be on its way for only a nominal shipping and handling charge. An in-depth investigative study by Better Business Bureau (BBB), however, finds that many of these free trial offers are not free.The investigative study - “Subscription Traps and Deceptive Free Trials Scam Millions with Misleading Ads and Fake Celebrity Endorsements” - looks at how free trial offers ensnare consumers in so-called “subscription traps” that hook them for expensive shipments of products they did not explicitly agree to buy. It digs into the scope of the problem, who is behind it, and the need for law enforcement and consumer education to address the issue.
Many free trial offers come with fine print, buried on the order page or by a link, which gives consumers only a short period of time to receive, evaluate and return the product to avoid being charged oftentimes $100 or more. In addition, the same hidden information may state that by accepting the offer, you’ve signed up for monthly shipments of the products and such fees will be charged to your credit card. Many consumers find it difficult to contact the seller to stop recurring charges, halt shipments and get refunds. Such obscure terms in these offers often violate Federal Trade Commission (FTC) and BBB guidelines on advertising, as do the satisfaction guarantees that are ubiquitous in free trial offers.
The study found that many of the celebrity endorsements in these ads are fake. Dozens of celebrity names are used by these frauds without their knowledge or permission, ranging from Oprah Winfrey and Ellen DeGeneres to Mike Rowe, Tim Allen and Sally Field. Sometimes the fine print even admits these endorsements are not real.
“Free trial offers relying on deception have infested the internet, especially with social media,” said Frank Cilona, BBB President and CEO. “Those running these scams are counting on consumers to be so dazzled by celebrities and big promises that they fail to read the fine print. It’s imperative that consumers read the terms and conditions of such offers very carefully before they take the plunge.” Free trial offers can be a legitimate way for credible companies to introduce new products, provided that the company is transparent about the offer and its terms.
Available FTC data shows that complaints about “free trials” more than doubled from 2015 to 2017, and BBB has received nearly 37,000 complaints and Scam Tracker reports over the last three years, though not all of these complaints involve monetary loss. In addition, victims in 14 resolved FTC cases collectively lost $1.3 billion, and consumers making reports to BBB lost an average of $186.
The report recommends:
- Credit card companies do more to ensure victims receive chargebacks where key conditions are not adequately disclosed. Because this fraud is dependent on the use of credit cards, more effort is needed to identify and combat deceptive free trial offers employing credit card systems. Also, it would helpful if they could do more to educate their customers.
- Additional criminal prosecutions of this conduct are needed. The FTC and BBB have done much to address the issue, but do not have the ability to bring criminal charges. Only criminal prosecutions are likely to deter this type of fraud.
- Social media sites should do more to curtail such deceptive advertising.
- More consumer education is needed from news media and consumer groups like BBB.
What to do if you believe you have been a victim of a free trial offer fraud:
- Complain to the company directly.
- If that is not successful call the customer service number on the back of your credit card to dispute the charges with the credit card company.
- Lodge a complaint with BBB at www.bbb.org.
- Report the fraud to www.bbb.org/scamtracker.
- Report it to Federal Trade Commission (FTC) or call 877-FTC-Help.
- Report it to Internet Crime Complaint Center, or IC3.
- Report suspicious, confusing or misleading ads to BBB Ad Truth.