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News
September 16, 2016

The Plaintiffs’ Bar’s Questionable Reliance on Internet Banner Ads to Notify Class Members of Settlements

Forbes’ Daniel Fisher spotlights the plaintiffs’ bar’s increasing use of Internet banner ads which have low response rates –  to promote notice of class action settlements.

“An entire industry has grown around the process of giving notice to class actions, which depending on the size of the class can cost $100,000 to millions of dollars,” writes Fisher. “Some experts are calling foul, saying notice vendors are overstating the effectiveness of Internet campaigns the click-through rate on banner ads, by some estimates is less than 0.05%  and misleading courts about how many people are actually being notified of their rights.”

Fisher writes that plaintiffs’ attorneys “rarely disclose the actual response rates in class action settlements” but that the data shows “they are vanishingly small in consumer cases.”

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