# "NEW!!!!!" **URL:** \ **Category:** Factual Questions\ **Created:** [October 13, 2005, 5:15am UTC](https://boards.straightdope.com/t/new/326034 "2005-10-13T05:15:14Z")\ **Posts on this page:** 11\ **Page:** 1
**Author:** ![rippingtons\_fan](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/rippingtons_fan/32/11767_2.png) [@rippingtons\_fan](https://boards.straightdope.com/u/rippingtons_fan)\ **Post date:** [October 13, 2005, 5:15am UTC](https://boards.straightdope.com/t/new/326034/1 "2005-10-13T05:15:14Z")
How long does a product remain “NEW!!!”? I know that NEW can signify the newest product of a product line, but when a product (sometimes for years it seems), is advertised as NEW, doesn’t the designation wear a little thin? ---
**Author:** ![CynicalGabe](https://avatars.discourse-cdn.com/v4/letter/c/3e96dc/32.png) [@CynicalGabe](https://boards.straightdope.com/u/CynicalGabe)\ **Post date:** [October 13, 2005, 5:20am UTC](https://boards.straightdope.com/t/new/326034/2 "2005-10-13T05:20:25Z")
> [@rippingtons\_fan](#): > > How long does a product remain “NEW!!!”? As long as consumers are gullible enough to fall for it. ---
**Author:** ![Squink](https://avatars.discourse-cdn.com/v4/letter/s/b5e925/32.png) [@Squink](https://boards.straightdope.com/u/Squink)\ **Post date:** [October 13, 2005, 5:30am UTC](https://boards.straightdope.com/t/new/326034/3 "2005-10-13T05:30:46Z")
Last I checked, University Place, WA was still part of the “NEW!!!” world. ---
**Author:** ![fluiddruid](https://avatars.discourse-cdn.com/v4/letter/f/c2a13f/32.png) [@fluiddruid](https://boards.straightdope.com/u/fluiddruid)\ **Post date:** [October 13, 2005, 1:06pm UTC](https://boards.straightdope.com/t/new/326034/4 "2005-10-13T13:06:23Z")
Speaking as someone in the industry, “new” has virtually no meaning. It is not a carefully controlled word because it doesn’t have a specific meaning (like “natural” or “wholesome” mean virtually nothing). For example, yes, a brand new product design could be “new”. It could be a major overhaul of a previous product. However, I’ve seen very small changes to products – trivial in its actual use – also be marketed as “new”. It could just be a new combination of products (or adding one very small thing, even a piece of printed material). It could be new packaging or a new size, scent, or color. One of the products here that we refer to on our “new product special” is about three years old. It’s not even our newest product. I guess it’s one of the newest ones (we only get new products about every 6 months on that line). Our society demands new, innovative, and different items, but most consumers don’t really call businesses on it. Look as “New Releases” in a video store – I’ve seen videos there that were released on video when I was a child! ---
**Author:** ![anyrose](https://avatars.discourse-cdn.com/v4/letter/a/54ee81/32.png) [@anyrose](https://boards.straightdope.com/u/anyrose)\ **Post date:** [October 13, 2005, 1:34pm UTC](https://boards.straightdope.com/t/new/326034/5 "2005-10-13T13:34:59Z")
> [@fluiddruid](#): > > Speaking as someone in the industry, “new” has virtually no meaning. It is not a carefully controlled word because it doesn’t have a specific meaning (like “natural” or “wholesome” mean virtually nothing). > \ > [@](#): > > Our society demands new, innovative, and different items, but most consumers don’t really call businesses on it. Look as “New Releases” in a video store – I’ve seen videos there that were released on video when I was a child! nice to know what I’ve always suspected is actually true there was a product I liked very much, but since it was hard to find locally, whenever I did find it , I bought in bulk finally I contacted the mail order division of the company. Suddenly one day they “discontinued” the product. About a month later I again saw it on the shelves, but the package design was different, the quantity of items per box had decreased, and it cost 50¢ more. So I guess that’s what constitutes “new” for that company ---
**Author:** ![anyrose](https://avatars.discourse-cdn.com/v4/letter/a/54ee81/32.png) [@anyrose](https://boards.straightdope.com/u/anyrose)\ **Post date:** [October 13, 2005, 1:36pm UTC](https://boards.straightdope.com/t/new/326034/6 "2005-10-13T13:36:24Z")
> [@anyrose](#): > > there was a product I liked very much, but since it was hard to find locally, whenever I did find it , I bought in bulk finally I contacted the mail order division of the company. Suddenly one day they “discontinued” the product. About a month later I again saw it on the shelves, but the package design was different, the quantity of items per box had decreased, and it cost 50¢ more. So I guess that’s what constitutes “new” for that company :eek: yikes - what a lousy job of coding i did! :smack: my actual comment is in the quote in this post ---
**Author:** ![AskNott](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/asknott/32/5790_2.png) [@AskNott](https://boards.straightdope.com/u/AskNott)\ **Post date:** [October 13, 2005, 2:08pm UTC](https://boards.straightdope.com/t/new/326034/7 "2005-10-13T14:08:36Z")
> [@rippingtons\_fan](#): > > How long does a product remain “NEW!!!”? I know that NEW can signify the newest product of a product line, but when a product (sometimes for years it seems), is advertised as NEW, doesn’t the designation wear a little thin? It depends on a lot of factors. Changing the package design, even just taking off the “NEW!!!” costs money. Either your ad agency or your own graphics people have to redesign. Then your package contractor prints up the new ones. Finally, after all the old packages have been used up and worked their way through the warehouses, the new (non-NEW!!!) box hits the stores. If the company is too stingy for all that, or if the product isn’t selling well, it could be screaming NEW!!! for a long time. Besides, there’s a superstition out there that some words (new, more, faster, free, improved, etc.) have a magical effect on sales. :dubious: ---
**Author:** ![RealityChuck](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/realitychuck/32/195_2.png) [@RealityChuck](https://boards.straightdope.com/u/RealityChuck)\ **Post date:** [October 13, 2005, 2:46pm UTC](https://boards.straightdope.com/t/new/326034/8 "2005-10-13T14:46:14Z")
The FTC regulates the use of the word “New” in advertising. It can legally be used for six months, as indicated [here](http://www.ftc.gov/bcp/conline/pubs/buspubs/ad-faqs.htm): > [@](#): > > When can a company advertise a product as “new”? > The answer depends on how the ad uses the word “new.” For example, under the rules governing the identification of textiles, fabric cannot be advertised as “new” if it has been reclaimed or respun. The rules governing advertising claims for tires prohibit the use of the word “new” to describe retreads. However, when no specific regulation applies, each case must be considered within the context of the ad. _At least one FTC advisory opinion has suggested a six-month limit on the use of the word when advertising the introduction of a “new” product not previously on the market._ (italics added) Advertisers are supposed to stop using the word “New” after six months or risk fines. Of course, any product on the shelf that has “New” on it does not have to be pulled. In addition, you could put the word “News!” on the label and be in the clear. ---
**Author:** ![Finagle](https://avatars.discourse-cdn.com/v4/letter/f/b19c9b/32.png) [@Finagle](https://boards.straightdope.com/u/Finagle)\ **Post date:** [October 13, 2005, 2:57pm UTC](https://boards.straightdope.com/t/new/326034/9 "2005-10-13T14:57:23Z")
In my experience, “NEW!!!” on a product label means “Bend Over – we’ve just increased the cost or decreased the size or quality of the product and made the box prettier so you won’t notice.” ---
**Author:** ![anyrose](https://avatars.discourse-cdn.com/v4/letter/a/54ee81/32.png) [@anyrose](https://boards.straightdope.com/u/anyrose)\ **Post date:** [October 13, 2005, 2:58pm UTC](https://boards.straightdope.com/t/new/326034/10 "2005-10-13T14:58:18Z")
> [@Finagle](#): > > In my experience, “NEW!!!” on a product label means “Bend Over – we’ve just increased the cost or decreased the size or quality of the product and made the box prettier so you won’t notice.” and watch out when they add “and Improved”! you’ll be walking funny for a week ---
**Author:** ![AskNott](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/asknott/32/5790_2.png) [@AskNott](https://boards.straightdope.com/u/AskNott)\ **Post date:** [October 13, 2005, 9:35pm UTC](https://boards.straightdope.com/t/new/326034/11 "2005-10-13T21:35:20Z")
From what I’ve read in Consumer Reports, “new package” often means “bigger package, less product.”