New York, NY – April 18, 2024 – In a Fast-Track SWIFT challenge brought by Blueprint Test Preparation LLC, BBB National Programs’ National Advertising Division recommended that TPR Education, LLC d/b/a The Princeton Review (TPR), discontinue claims that its students “Score a 515+ on the MCAT or add 15 points depending on your starting score. Guaranteed or your money back.”
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD). Blueprint argued that TPR’s claims of 515+ or +15 points are performance claims that require substantiation.
NAD concluded that the money-back guarantee was clearly and conspicuously disclosed with every iteration of TPR’s claim—either as part of the main claim or immediately afterward. But NAD also concluded that TPR conveyed an affirmative performance claim that a substantial portion of its customers taking these courses will be able to achieve a 15-point increase or a 515+ score. In so finding, NAD noted that TPR is not just claiming that the product will be effective, but that it will be effective in creating particular quantified results.
Since there was no evidence in the record that a substantial proportion of consumers will be able to obtain a 15-point increase or a 515+ score on their MCAT exams by taking TPR’s courses, NAD recommended that TPR discontinue the challenged claims.
In its advertiser’s statement, TPR said that it “agrees to comply with NAD’s recommendations” though it disagrees with “NAD’s finding that the challenged money back guarantee claims convey a performance message.”
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information:
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations