Sunday Riley faked product reviews, confirms FTC
“by posting fake reviews of the company’s products on a major retailer’s website, at the CEO’s direction, and by failing to disclose that the reviewers were company employees.”posted fake reviews of the skincare line’s products on Sephora’s website using “fake accounts created to hide their identity.” And while the FTC press release doesn’t quite say it so baldly, managers also forced, or “requested,” employees to write fake reviews as well.
The FTC alleges that after Sephora removed fake employee-written reviews, Sunday Riley Skincare employees suspected this was because Sephora recognized the reviews as coming from their IP addresses. Sunday Riley Skincare then allegedly obtained, according to one of the company’s managers, “an Express VPN account [to] . . . allow us to hide our IP address and location when we write reviews.” A VPN lets users access the internet privately, by using separate servers to hide their online activity.
, adding that they believe Sunday Riley should be fined. “It is difficult to imagine more egregious facts, yet all the Commission is imposing is an order that the company and its CEO not repeat their lawbreaking.”
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