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Amway/Quixtar sues online foes

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Amway logoAccording to a recent report from CBS News, "Direct-marketing firm Quixtar Inc., a sister company of Amway Corp., has sued 30 people who anonymously posted what it considers disparaging remarks about Quixtar in blogs and online forums and in YouTube.com videos."

The company is seeking subpoenas to compel internet sites, including Google (NASDAQ: GOOG)'s YouTube, to give the company information it needs to find out who is making the videos that it believes are defamatory. Amway/Quixtar believes some of the videos were made by former distributors who unsuccessfully sued the company and are under court order not to disparage the company.

For years, Amway has been battling allegations that the company is a pyramid scheme. In 1979, the FTC ruled that Amway was not a pyramid scheme, but ordered the company to change many of its sales and marketing practices.

Unfortunately, the media as a whole lacks a strong understanding of how Amway and other multi-level marketing companies work. For instance, take this line from the CBS piece:

Quixtar develops and manufactures nutrition, beauty and cleaning products that are marketed in the United States and Canada through a tiered selling system, hiring entrepreneurs to sell its products.


This is not even close to how Quixtar really works. Quixtar does not "hire entrepreneurs." "Independent business owners," as Amway euphemistically calls them, must buy products in order to qualify for commissions, and can earn by recruiting others to buy products as well. Sites like Pyramid Scheme Alert have documented how little "selling of products" actually happens.



According to Robert FitzPatrick of Pyramid Scheme Alert, "Mainstream media's misunderstanding of Quixtar and its misleading coverage of the company are perfectly represented in the CBS quote. Quixtar does not 'hire' IBOs. To the contrary, it solicits consumers to invest money in Quixtar distributorships. The investors are considered 'independent contractors.'

"After they invest, Quixtar then promises to reward them if they recruit other distributors in a classic endless chain. Further, Quixtar does not sell products "through" a tiered selling system, as CBS falsely described. It sells the products TO the tier. Each contractor must purchase a quota of Quixtar goods each month in order to be qualified to get the promised rewards tied to recruiting. Less than 18% of its products are ever resold by the distributors to retail consumers.

"Two class-action lawsuits brought by distributors from Quixtar's top tier and bottom tier charge that the system is a pyramid recruitment scheme. Both charge that the only people who could possibly earn a profit in a tiered recruitment scheme are those at the very top. In fact, 99% of all Quixtar distributors (IBOs) never earn a profit in the endless chain recruitment program and over 70% quit within the year after suffering losses.

"CBS, like many other news organizations, has not taken the time to look more closely at Quixtar. Instead they repeat myths about 'entrepreneurs' selling Quixtar goods to the public. Has anyone ever seen one of these entrepreneurs selling the products door to door? Actual Quixtar sales people are nowhere to be found. But, who has not been pressured by one of these 'IBOs' to join their downline as a Quixtar recruit and told about an 'unlimited' income opportunity?"

Interestingly, the most damning video about Amway on YouTube comes from a Dateline special investigation. But until the rest of the mainstream media has a stronger understanding of how these businesses actually work, it will be unable to expose them for what they are.

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Last updated: July 09, 2009: 07:49 PM

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