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NAD Lacks Visibility Into Hair-Care Brand’s ‘192,000 5-Star Reviews’ Claim, Advises Discontinuation

Executive Summary

The BBB National Programs division was not afforded adequate information about how Prose garners and aggregates reviews from customers, leading the NAD to side with challenger Function, Inc. The NAD suggests that Prose’s review-and-revise process for improving customers’ personalized hair-care formulas should be disclosed as part of any future claim about star ratings. 

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