Point of no return: FTC challenges Intuit’s “free” filing claims for TurboTax as deceptive

https://www.ftc.gov/business-guidance/blog/2022/03/point-no-return-ftc-challenges-intuits-free-filing-claims-turbotax-deceptive?utm_source=govdelivery

Point of no return: FTC challenges Intuit’s “free” filing claims for TurboTax as deceptive

By Lesley FairMarch 29, 2022

As businesses know, “free” is a word that attracts consumers’ attention year-round. As Tax Time approaches, it’s a particular draw for people who want to file their taxes for free. Intuit – the company that advertises and markets TurboTax – prominently promotes “free” filing, including in TV ads where pretty much the only spoken word is “free.” But according to a complaint filed by the FTC, Intuit has engaged in deceptive practices surrounding so-called “free” filing services. Despite TurboTax ads hammering home that “free” message, the lawsuit alleges that most tax filers can’t use the company’s “free” service, which is available only for a subset of taxpayers with what Intuit calls “simple” returns. 

The case was filed as an administrative complaint before the Federal Trade Commission and an action in federal court seeking to stop the deceptive ads. It’s the latest in a long line of law enforcement actions challenging deceptive practices related to “free” offers and it’s a matter that merits other advertisers’ close attention.Image

Turbotax Ad

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