The Federal Trade Commission filed its first “review hijacking” case in which a marketer purported repurposes reviews of another product on behalf of a new product.

According to the FTC complaint, the defendant asked Amazon to create numerous variation relationships for its supplement products with different formulations. The company began selling two new products and requested that Amazon combine the new products in a variation relationship with three of its established products, all with different formulations, according to the FTC.

The FTC alleged that by manipulating product pages, the company misrepresented the reviews, the number of Amazon reviews and the average star ratings of some products, and that some of them were number one best sellers or had earned an Amazon Choice badge.

Most recently, the National Advertising Division considered a case where the challenger alleged that the respondent purportedly utilized Amazon and TikTok consumer reviews for a health supplement product in order to promote a different health supplement product.

According to the NAD, the products were “substantially different” and that it was improper for their reviews to be merged. Respondent was advised to implement remedial action, including, contacting the platform providers to remove illegitimate reviews.

Consult an FTC compliance lawyer to discuss how this decision may potentially impact your advertising practices, including, without limitation, the interpretation of the meaning of “substantially different.”