Part 2: MN misrepresentation in recommendations: a depressing blend of abject amateurism and outright greed

[Wondermoomin]

Welcome to part 2. The quote I’ve added in the title is actually a generic quote about MNHQ not specifically about product recommendations, but it’s very eloquent and quotable.

Here is part one: https://www.mumsnet.com/talk/am_i_being_unreasonable/5326652-mn-have-used-my-quote-to-promote-a-product-ive-never-bought

And here’s a brief summary so far:

• MN were caught out, allegedly acting in breach of ASA guidelines among other things
• The thread was temporarily hidden
• MN then provided a few explanation posts saying that this was a one-off cock-up and sorry that we MNers were confused
• Then we were told that in 99% of cases, the quotes refer to the specific products being featured; in a tiny minority, they are referring to a generic product category and will make that clearer
• Several users easily discovered multiple other examples, suggesting that it wasn’t just 1% of cases, or a one-off cock-up
• MN went on an editing spree of their swears by/recommendations sections (editing about 64 out of 75 things), also suggesting it’s not just 1% or an isolated cock-up
• The thread largely disappeared from active and trending, suggesting it’s been suppressed
• MN says it hasn’t been suppressed, threads appear in active based on popularity and how new they are
• Another MN source shows that they do sometimes remove threads from active to give them a chance to “calm down”

Please feel free to use this thread to capture any other examples you find, to update on anything you hear back from ASA, to provide your own professional or common sense input.

If you don’t agree, it’s probably not the thread for you so please feel free to pass on by! An issue doesn’t have to be the most pressing matter of our times to be important, and I think it’s important that trusted brands don’t mislead consumers.

Because the makers of products that people actually rave about sell based on genuine reviews from actual users of the product or service on trust pilot/amazon/google or whatever platform, and don’t need to advertise ;)

Because those companies haven't asked to be promoted for a fee.

Quite.

I haven't clicked on a single 'recommendation' of any kind since this debacle, nor will I going forward.

I've clicked through links and bought stuff via MN for almost 18 years - no more. I'm appalled at MN's conduct here, and the trust is completely gone.

I think @JustineMumsnet is hoping everyone will put up and shut up so it will all go back to being rosy 🙄
I will never use Mumsnet Recomends.

I too will never bother with Mumsnet Recommends.

I feel like a fool because I remember being asked in surveys by MN whether I trusted the "swears by" brand and saying I "strongly agreed". I expect their survey answers would be very different now

I know it's a separate issue, but THREE posts, one after the other on my feed of Mumsnet promoting Haven as the best thing ever!
Wonder how much of Havens advertising budget went on that😏
I'm cynical by nature anyway, but this recent episode has disgusted me.

It's funny, because it's usually Butlins that MNers like.

Apparently this week mumsnetters have been buying these shoes according to the newsletter I’ve just received

https://www.clarks.com/en-gb/Martine-Rose-Heel-Womens/26183327-p?source=aw&cm_mmc=AFLT--awin--78888-_-na1&utm_source=awin&utm_medium=affiliate&utm_campaign=Skimlinks&utm_id=78888&utm_content=Skimlinks&sv1=affiliate&sv_campaign_id=78888&awc=2515_1748205910_49e72a2175c949b4d5340e0e9258a7c8

actually there was a thread on style and beauty where 99% of posters said these shoes were god awful ugly
https://www.mumsnet.com/talk/am_i_being_unreasonable/5336839-clarks-wtaf

Are they taking the piss ?
Are they just scraping for what’s getting maximum clicks on the site?!

Yeah I think they are trolling us now

Noone could actually like those unless they were being paid to

It definitely has to be worth letting Clark’s know that they’re being dragged into this…

This is unbelievable!

I just checked the email and the shoes appear under the heading "What Mumsnetters have been buying" when in order to be accurate it would make more sense to use "What Mumsnetters have been ridiculing"

Don't think anything else will shock me at this point.

Oh Mumsnet 🤦🏻‍♀️

Instead of taking a product with multiple mentions on that thread, they’ve taken one that says “Elizabeth Arden” and presumed that the poster must have meant Estee Lauder advanced repair serum.

It probably was meant to be Estée Lauder, but Elizabeth Arden have a product with “advanced… renewal” in the name so it’s not certain. I wonder why they didn’t use the more frequently mentioned Nivea example from the thread. 🤔 💰

In other “news”, ASA are considering my complaint. I’m sure others are getting the same emails on roughly the same timing that I am.

So it continues! Nothing has changed, has it?

Recommending a completely different product 🤣🤣🤣🤣🤣🤣🤣

Guess the algorithm they're using to search for brand names needs considerable improvement.
Plus a person checking the output.
The continued appearance of different product, slated products etc suggests:
AI
Other software
No, limited or incompetent human overview

I’ve just switched off the feed … realised I don’t believe it anymore so no point cluttering my inbox

@JustineMumsnet, are you really not going to respond to the many examples showing your current product recommendations are also misleading and inaccurate? What happened to the concern you expressed on the previous thread?

Another uninformative update

Dear
Re: ASA Complaint ref: A25-1290343 Mumsnet Ltd
Thank you for contacting the Advertising Standards Authority (ASA). I am sorry to hear that this ad has caused you concern.
We are currently considering your complaint and shall reply with more information in due course. Thank you for your patience during this time.

Kind regards

Cheryl Marasigan
Complaints Executive
asa.org.uk | 020 7492 2205 | [email protected]

It looks as though they are looking into it though

Just posted on thread 1…..

I was about to make a purchase on the basis of a mumsnet recommendation
having come across this thread…. Safe to say, I won’t be!

Any update OP?

I hate that HQ might think that they’ve managed to get away with this