Princeton Review Will No Longer Advertise Score Gain Claims

The Princeton Review, a leading test-prep company, has agreed to stop using claims about average score gains in its marketing materials. While company officials say that they believe the claims were accurate, and that they were preparing to move away from such claims without outside prodding, the decision came after an investigation by the National Advertising Division of the Council of Better Business Bureaus, which found the decision to stop making such claims to "be necessary and appropriate." (The organization acts as an arbitrator among companies that agree to have complaints probed.)

The inquiry was based on a complaint from Kaplan Inc., a major competitor in the test-prep industry. Kaplan asserted that Princeton Review had no basis to talk about score gains because the start point for measuring gains was generally determined by diagnostic tests, while the end point was a live test.

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