As many of you I am sure have followed, both Erin and I were hit with legal threats from a company post our reviews. Given the unfairness of the situation, many of you came to our defenses and provided incredible level of support both financially and in many other ways such as legal and business advice. While I have always had this risk in mind and had prepared for it in some ways, it was still major source of pain for me and especially for Erin. While this crisis is not fully over, I think we need to look to the future to see how we could be better prepared for it.
I propose that a new lightweight organization be created that I call Right to Fair Review (RFA) Association (RFAA). The things we need to cover in there are:
1. Education. What are the legal issues involved in writing independent reviews of products? What is the law exactly? What are the best practices for writing/creating video reviews as to lower chances of litigation? What to do when threat of litigation or actual litigation is occurring? Advice regarding incorporation, LLC, etc. You get the idea.
2. Access to a lawyer for initial consultation. I am thinking half hour talking to an attorney with knowledge of the field (audio in our case) would do a world of good. While I have great attorneys, they don't know audio so it would take me a lot to explain things to them while paying $500/hour. And even then, they may not fully understand the situation. We have member attorneys here that could do a far more efficient job in a 30 minute conversation than many hours with a general attorney.
To keep such expenses low, such consultation could be limited to say, 1 per year for ordinary members, with option to go higher levels and get more of this.
3. Insurance. The insurance market has hardly any products to offer for this type of defamation claim. They have policies to insure large newspapers and such but not necessarily for small independent reviewers. I know, I had my broker look for months for such a policy until they found one a few years ago. I paid them nearly $5000/year for the policy, just to have them write me a cold letter a couple of months ago saying they no longer wanted to offer such a product. The search continued and again took a couple of months for my broker to find another policy with similar cost.
The organization could do such a search and create a proper market for such a policy. Even the policy I found needs better customization as their application form had tons and tons of irrelevant questions that I had to fill out in order to be qualified.
4. Referral to legal firms situated to handle the proper defense should the case go to trial, etc.
5. I am thinking reviewers could sign up by paying reasonable yearly fees. I am thinking $100 to $300 per year. Organization would then rely on donations for rest of its operational budget.
6. Staff attorneys could have day jobs and take these calls after hours. They could be compensated per hour or through advertising for their firm.
7. Guidelines for company conduct could be created as far as how they approach reviewers with objections, issues. Then, they could be allowed to become members and have a seal of "fair review supporters" which they could display as being good citizens. So while the number of reviewers is small, this class could be quite large. We have already seen a number of companies speaking out in support of value of fair reviews of audio products.
8. This is a much larger goal but campaigning politically for specific laws to protect fair reviews as opposed to having old laws regarding defamation, etc. be repurposed to go after reviews.
9. Guidelines for reviews. Just as there will be some for manufacturers, there needs to be things that reviewers do to be in good standing with the organization. For example, posting manufacturer responses in reviews. Available contact information.
10. Ability to create arbitration to settle issues early and without much expense.
All of this said, there are down sides to such things as some orgs get the life of their own and wind up servicing themselves than their members, etc.
11. A private forum where like minded reviewers and members can exchange experiences and knowledge about this topic.
But here are my thoughts. What say you?
Hi Amir,
I have no claim in your battle. But with the benefit of considerable experience in bringing products to market, testing, marketing, approvals and legislation you need to appreciate the following below.
Then there are legitimate product warranty’s and consumer satisfaction. Consumer disputes are managed by the manufacturer and are taken to a tribunal if the matter is unable to be resolved between both parties.
1. The products you are evaluating you are doing so in- on your own terms. By this l refer to you not obtaining a product fact statement from the manufacturer before commencing your evaluation. You then publish your evaluation as a consumer review.
2. As a result there is clear evidence of an mis understanding of that the product purpose - features- benefit is to the consumer and fitness for purpose. The determination of the fitness for purpose is critical in ascertaining if a product is suitable and meets the end user needs. Approvals for UL and other requirements determine the product is safe and meets statutory requirements.
You test the product with your own test criteria without addressing the above and draw conclusions about what the product is not doing. Is this a valid evaluation? No.
3. You then publish this evaluation. The consequences of this are a reaction from the manufacturer.
4. The question is who is making the false claims. That depends on what has been actually claimed and by whom?
An example is l manufacture an electric car and sell it. It has all the relevant approvals. The car is in fact is a hybrid and this is made clear to the consumer at the point of sale. The customer accepts this and purchases the vehicle.
The consumer sends you the car for a review.
You look at the car and determine in your mind it’s not an electric car because it’s a hybrid. You then test the car proving it’s not a rechargeable electric car and publish a review calling out the manufacturer for making false claims.
A case study to assess this more closely is your evaluation of the PS Audio P12 Power Conditioner. PS Audio had been manufacturing these products for quite some time with world wide distribution. Distributors receive product training to ensure they have a conversation to ensure the suitability of the product to meet their needs.
If someone external to the purchase comes along later and makes statements to the contrary about the validity of the product then the manufacturer has every right to challenge those statements. My understanding is PS Audio have done so but you refused to reach an understanding.
5. Are you a government agency or industry watch dog who has been granted powers to investigate false, misleading or deceptive conduct by a manufacturer? The answer to that is no. Are you a licensed media broadcaster who is following up a story of a number of consumer complaints? Eg. lithium batteries catching fire. The answer to that is no.
6. Yes you do have in your possession test equipment.
But unless your address items 2, 3 and 4 above your testing isn’t relevant. Nor are your claims. The agreement to buy the product is between the purchaser and the seller. At the time of the purchase if the buyer is fully satisfied the product meets their needs they then purchase the product. The seller has the responsibility to have a conversation with the buyer to ensure the product is suitable to meet the needs of the buyer. The customer then accepts to proceed with the purchase. If at any stage under warranty the product falls to meet is specifications the consumer contacts the manufacturer. In the case of a service or a contract a PDS is provided to the buyer.
5. In most western civilised countries there exist consumer protection laws, dispute resolution legislation and other laws to deal with any such situations.
If you are going to make public statements about a product or an organisation be prepared for the consequences.