""It is illegal what they did," she added. "The FTC has pretty specific laws on what can be said in emails and how it can be communicated. The subject lines have to represent what is in the email. They can be elusive, they can lead to different things kind of, but it has to generally represent what is in there and 'Action required: Fraud alert' does not represent what was in that email whatsoever.""
"Shay Mitchell's fan-favorite luggage brand, Béis, is being called out for its "illegal" Cyber Monday marketing tactics. "I love to see what people come up with for this time of year," one social media user said in a TikTok video shared on Monday, December 1. "But there was one that stood out that said, 'Action required: Fraud alert.' It was from Béis." According to the TikToker-who has a marketing background-the luggage company used this tactic to lure subscribers into clicking into their email blast, only to find that they had extended their Black Friday sale."
"Béis is criticized for using deceptive "Fraud alert" email subject lines during Cyber Monday. Marketing experts claim this violates FTC rules requiring email subjects to reflect content. Customers expressed outrage, confusion, and concern about potential CAN-SPAM law violations."
Béis sent Cyber Monday emails with subject lines reading 'Action required: Fraud alert' to promote an extended Black Friday sale. Marketing experts say those subject lines misrepresent the email content and may violate FTC rules requiring subject lines to reflect email content. Recipients reported confusion, outrage, and concern about potential CAN-SPAM violations. Social media users criticized the tactic as deceptive and attention-grabbing, and some customers described strong emotional reactions upon seeing the emails. The situation centers on alleged deceptive marketing practices, potential regulatory noncompliance, and resulting consumer backlash.
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