""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."
""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.""
Béis used a subject line reading 'Action required: Fraud alert' to prompt subscribers to open an email that instead extended a Black Friday sale. Email compliance standards require subject lines to accurately represent the email's content, and the 'fraud alert' phrasing did not reflect the message. Marketing and legal concerns were raised about potential violation of FTC guidance and CAN-SPAM rules. Consumers and email marketing professionals reacted with outrage and confusion, reporting distress and calling the tactic deceptive. The campaign drew scrutiny for using attention-grabbing holiday messaging that risks legal exposure and damaging consumer trust.
Read at Miami Herald
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