Last week's announcement from the FTC that it has reached a settlement with several window companies regarding their claims about the energy efficiency savings provided by their products does not come as a complete shock. Ever since the Washington State attorney general's crackdown on window dealers, industry lawyers
have been warning other window and door companies to take a close look at their current advertising claims to make sure they're not inviting similar legal challenges.
With this settlement, I'm interested to know if you're concerned about your company’s marketing claims, or even those you see elsewhere. I’ll keep your feedback completely anonymous, of course, but please share with me if you’re considering revising the claims you make when you go to market. Can you really prove that your products provide a certain percentage off of utility bills? Do you guarantee that new windows will lower heating and/or cooling costs or you’ll refund the difference to the buyer? These statements could get you in trouble, if the recent settlement indicates where legal challenges are trending.
This is an important topic in our industry, and one we will continue to explore. Please send me an email
or post a comment below to share your thoughts. How will this impact your business? What can we safely say to consumers about potential energy savings?
Survey Results for 03/1/2012:
Will the FTC settlements impact your company's marketing and advertising?
No, we think everything we say is okay.
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Yes, we will have to take some claims out.
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I think we're okay, but we'll probably take another look at everything.
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No, but we've already made changes.
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Survey results suggest most window and door companies are comfortable with their messages on energy savings, although the FTC announcement will get many to take another look. A significant number of participants in this week's poll, nearly 30 percent, say they will have to tone down their marketing claims, and another 9 percent are likely to take a close look at their messages to be confident that they won't be a target for FTC-related challenges.