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Beware: Tax companies trick customers with ads that say their services are free

Beware: Tax companies trick customers with ads that say their services are free

On Dec. 30, the IRS announced it was revamping a long-standing agreement with the online tax preparation industry in which companies offer free filing to people with incomes below certain levels, a category that includes 70% of filers.

The change in what's known as the Free File program came in the wake of multiple ProPublica articles that revealed how the companies in the program steered customers eligible for free filing to their paid offerings. Under the updated agreement, the companies are now prohibited from hiding their Free File webpages from Google searches, and the IRS was allowed to create its own online tax-filing system.


So far, it seems, the companies are abiding by their promise to make their Free File webpages visible in online searches. But the updated agreement appears to have a loophole: It doesn't apply to advertising. Nothing in it, the agreement states, "limits or changes the rights" of participating companies to advertise "as if they were not participating in the Free File program."

As a result, companies like Intuit, whose TurboTax is the top tax prep software, continue to confuse some customers who seek free tax prep into paying. Today, Google searches for "free tax filing" and other similar phrases still yield ads for a plethora of products such as TurboTax's "Free Edition" (its ads promise "100% Free Tax Filing"), which lead customers to pay fees if they don't have simple returns.

Mike Mozart / Flickr

TurboTax's version of Free File — the one that doesn't charge customers anything — typically won't appear until the second page of search results.

Intuit increased its monthly online ad spending noticeably between January 2019 and January 2020, according to search analytics firm Ahrefs. Intuit places its ads strategically in searches for "IRS" and "free file," among thousands of related search terms.

(Ahrefs makes estimates based on search data; it doesn't purport to capture exact numbers but rather to track the general magnitude and direction of the spending.) Ahrefs and a second search analysis firm, SEMRush, say TurboTax spends more on digital ads than competitors TaxAct, TaxSlayer and H&R Block combined.

Intuit does not advertise its Free File offering on Google, according to SEMRush and Ahrefs. (Tax Time Allies, which is funded by Intuit, does advertise Free File, according to Intuit. SEMRush and Ahrefs estimate that spending is a fraction of what Intuit spends on Free Edition.)

Outside of the advertising realm, TurboTax still appears to favor products like Free Edition. So-called organic links to Free Edition appear ahead of links to Free File in many searches, data from SEMRush and Ahrefs shows. TurboTax accomplishes that, search engine optimization expert Rhea Drysdale said, in part by inserting keywords — the word "free" is used 54 times on Free Edition's webpage. By comparison, Drysdale said, the TurboTax Free File landing page uses "free" 19 times.

Google's algorithms are both secret and complicated, so SEO experts can't say for certain why one link appears above another one. But there are many common SEO tactics that TurboTax can use to ensure its Free Edition appears above the Free File program.

"My belief is that you can control a lot [with SEO] within reason," Drysdale said. "Using technical innovations in Google and understanding user behavior, you can see tremendous results from it." Intuit, she added, doesn't "have to do a lot" because it's "such a large player in the field."

via Pro Publica

An Intuit spokesman, Rick Heineman, said the SEO and advertising estimates cited in this article "are not nearly accurate." He added, "Rather than trying to hide Free File as ProPublica has inaccurately claimed, last year TurboTax did more than anyone else to promote it. … Intuit has for two decades provided free tax preparation and has helped taxpayers file more completely free tax returns than all other tax prep software companies combined, including 13 million totally free returns last year alone."

Google's policy bars misrepresentation in ads. It states that advertisers must "clearly and conspicuously disclose the ... full expense that a user will bear." According to a Google spokesperson, TurboTax's ads do not violate its terms. The spokesperson said Google requires advertisers to disclose "criteria for any free offers." TurboTax discloses that Free Edition applies only to "simple tax returns" on its landing page.

Whether it's a question of advertising or SEO, the result seems to be that some low-income taxpayers who qualify to file for free are still paying for TurboTax this tax season — even after the change in the agreement with the IRS. Lyle Hill, a warehouse worker in Georgia with an adjusted gross income of $10,390 last year, said he was looking to file his taxes for free, but he got confused and ended up paying $120 to file his federal and state taxes through Free Edition.

Intuit, he added, declined to refund his fees when he subsequently told the company he'd been steered into a paid option when he'd wanted the free one. Alvyn Velazquez, a student in New York, recounted a similar journey that ended with him paying $120 after going through the Free Edition portal.

Max Miller, an Arkansan who was self-employed in 2019, also encountered difficulties. Miller said he had sought free filing for four years in a row and each time ended up paying TurboTax for Free Edition. After reading ProPublica's reporting last year, Miller intentionally searched for the Free File program in January — and he still struggled to find it online. "Even when I was looking for Free File," he said, "it still wasn't coming up."

Alongside its online ad campaign, Intuit also has three active, national television advertisements for Free Edition that have aired more than 12,000 times since premiering in January 2019, according to metrics from iSpot.tv, a company that tracks TV advertisements. And on Facebook and Instagram, there are more than 500 active advertisements that mention the word "free" and redirect users to download the TurboTax app — in which users cannot access Free File — and to the Free Edition landing page.

An audit released on Feb. 3 by the Treasury Inspector General for Tax Administration found that last year, 14 million people who qualified for Free File instead paid what ProPublica estimated could amount to about $1 billion in tax prep services to various companies.

The article was originally published by Pro Publica and was written by Will Young.

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Meet the 11 outstanding nonprofits that took home this year’s Classy Awards

Each organization has gone above and beyond to make our world a better place.

All images provided by the Classy Awards, used with permission

Give these organizations all the awards

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Since 2009, the Classy Awards have celebrated nonprofits for their unique approaches to making our world a better place for everyone. Winners are given a platform to amplify their cause and showcase the positive impact of their programs.

This year, we are proud to announce that the Classy Awards have partnered with Upworthy, and we are thrilled to shine a spotlight on the 2023 winners.

From championing gender equality, to massively reducing food waste, to providing trade-based skills training to the neurodivergent community, each organization has made an incredible contribution to the betterment of our world.

Collectively through their efforts, nearly 1.5 million people and animals were served across 34 countries worldwide last year alone. That’s a win in itself.

Check out the 11 winners for 2023 below:


​412 Food Rescue

1/11

In an effort to address the growing concern of food waste, hunger, and environmental sustainability, 412 Food Rescue uses an innovative app to match volunteers, aka Food Heroes, with other organizations that might have a surplus of perfectly good but unsellable food that would otherwise be wasted and redirect it to people who need it.

Food Heroes has redirected 137 million pounds of edible food from landfills to the people who need it most.

Should babysitters be expected to clean?

When it comes to babysitting, you can hit the jackpot with someone who not only enjoys hanging out with your kiddos but also cleans out of boredom. The only babysitter I've had that experience with is my mom, but I do hear they do exist. While walking into a spotless house after a much-needed night out would be amazing, it's not really part of a standard babysitting package.

Typically, whoever babysits for you is solely there to focus on the well-being of your children. They feed them snacks, play games with them, and follow their bedtime routine to the letter. Then they hang out on your couch reminding Netflix that they're still watching and wait for you to return. Sure, they clean up dishes from dinner and whatever toys were pulled out during their time with your kids, but they don't typically clean your house.

But in a private parenting group I belong to, a long debate was started when a mom asked a group of 260k of her closest friends if it would be appropriate for a parent to ask a babysitter to clean their home.

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Three women, three MS journeys: How multiple sclerosis looks different for everyone

Gina, Nathalie and Helga share their reactions to being diagnosed with MS and how they stay informed and positive in the face of ever-changing symptoms.

Courtesy of Sanofi

Helga, Nathalie and Gina all have MS, and their experiences show how differently the disease can manifest.

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It’s been 155 years since neurologist Jean-Martin Charcot gave the first lecture on a mysterious progressive illness he called “multiple sclerosis.” Since then, we’ve learned a lot. We know MS causes the immune system to attack healthy tissue, including damaging the brain and spinal cord. Resulting symptoms can be debilitating and include fatigue, blurred vision, memory problems and weakness. Huge advancements in our understanding of MS and its underlying causes, as well as treatment advances, have been made in the past few decades, but MS remains a complex and unpredictable reality for the 2.8 million+ people diagnosed around the world.

Ironically, the only real constant for people living with MS is change. There’s no set pattern or standard progression of the disease, so each person’s experience is unique. Some people with MS have mild symptoms that worsen slowly but sometimes improve, while others can have severe symptoms that drastically alter their daily lives.

All people with MS share some things in common, however, such as the need to stay informed on the ever-evolving research, find various lines of support and try to remain hopeful as they continue living with the disease.

To better understand what navigating life with MS really looks like, three women shared their MS stories with us. Their journeys demonstrate how MS can look different for different people and interestingly, how the language used to talk about the disease can greatly impact how people understand their realities.

woman with horse, woman riding horseGina loves riding her horse, Benita.Courtesy of Sanofi

Gina—Hamburg, Germany (diagnosed with relapsing multiple sclerosis in 2017)

When her youngest son was 4 months old, Gina started having problems with her eye. She’d soon learn she was experiencing optic neuritis—her first symptom of MS.

“Immediately after the diagnosis, I looked up facts on MS because I didn’t know anything about it,” Gina says. “And as soon as I knew what could really happen with this disease, I actually got scared.”

As her family’s primary income provider, she worried about how MS would impact her ability to work as a writer and editor. Her family was afraid she was going to end up in a wheelchair. However, for now, Gina’s MS is managed well enough that she still works full-time and is able to be active.

“When I tell somebody that I have MS, they often don't believe me the first time because I don't fulfill any stereotypes,” she says.

Overwhelmed by negative perspectives on living with MS, Gina sought support in the online MS community, which she found to be much more positive.

“I think it’s important to use as many positive words as you can when talking about MS.” It’s important to be realistic while also conveying hope, she says. “MS is an insidious disease that can cause many bad symptoms…that can be frightening, and you can't gloss over it, either.”

To give back to the online community that helped her so much, Gina started a blog to share her story and help others trying to learn about their diagnosis.

Though she deals with fatigue and cognitive dysfunction sometimes, Gina stays active swimming, biking, riding horses and playing with her sons, who are now 11 and 6.

Cognitive dysfunction is common in MS, with over half of people affected. It can impact memory, attention, planning, and word-finding. As with many aspects of MS, some people experience mild changes, while others face more challenges.

Gina says that while there’s still a lot of education about MS needed, she feels positive about the future of MS because there’s so much research being done.

woman in wheelchair holding medal, woman rowingNathalie is an award-winning rower with multiple international titles.Courtesy of Sanofi

Nathalie — Pennes Mirabeau, France (diagnosed with relapsing-remitting multiple sclerosis in 2002)

Nathalie was a teenager and a competitive athlete when she noticed her first symptoms of MS, but it would take four years of “limbo” before she was diagnosed.

“Ultimately, the diagnosis was more of a relief, than a shock,” she says. “Because when you have signs and you don’t know why, it’s worse than knowing, in the end, what you have.”

However, learning more about the disease—and the realities of disease progression—scared her.

“That glimpse of the future was direct and traumatic,” she says. Her neurologist explained that the disease evolves differently for everyone, and her situation might end up being serious or very mild. So, she decided to stop comparing herself to others with MS.

She said to herself, “We’ll see what happens, and you’ll manage it bit by bit.”

By 2005, Nathalie’s MS had progressed to the point of needing a wheelchair. However, that has not dampened her competitive spirit.

Nathalie began her international rowing career in 2009 and has won multiple world titles, including two Paralympic medals—silver in London and bronze in Tokyo. Now, at 42, she still trains 11 times a week. Fatigue can be a problem, and sometimes hard workouts leave her with muscle stiffness and shaking, but she credits her ongoing sports career for helping her feel in tune with her body’s signals.

“Over the years, I’ve learned to listen to my body, letting my body guide when I need to stop and take breaks,” she says.

Nathalie explains that she used to only look backwards because of the initial shock of her diagnosis. In time, she stopped thinking about what she couldn’t do anymore and focused on her future. She now lives in the following mindset: “Even when doors close, don’t miss out on those that open.” Instead of focusing on what she can’t do, she focuses on the opportunities she still has. Right now, this includes her training for the 2024 Paralympic Games in Paris, where she will compete for another rowing medal.

“I only go forward,” she says. “Well, I try, anyway…It’s easy to say, it’s not always easy to do. But that’s what I try to do.”

woman exiting water after swimming, woman with great daneHelga's Great Dane has become a helpful and beloved companion.Courtesy of Sanofi

Helga—Johannesburg, South Africa (diagnosed with relapsing multiple sclerosis in 2010)

When Helga first started having balance issues and numbness in her feet, she chalked it up to her training as a runner. But when the numbness moved to her face, she knew something was wrong. She never guessed it was MS.

“When I was diagnosed, I felt completely overwhelmed and clueless,” Helga says. “I felt that I had nowhere near enough information. I did not know anything about the disease…I had no idea that it was going to be a process of continually monitoring and adjusting your lifestyle.”

In the beginning, Helga’s symptoms developed slowly, and she didn’t appear ill to others. She was even able to run for a few years after her diagnosis, but she couldn’t do marathons anymore, and she began to fall frequently due to balance issues and right-foot dragging. Then her cognition issues became more problematic, especially in her job as a trainer in a printing company.

“My executive function, decision-making and short-term memory were affected to the point that I was eventually medically unfit for work,” she says. She stopped working in 2017.

However, she didn’t stop living life. Even though she could no longer run, she continued to swim competitively. She got a Great Dane puppy and trained him as a service dog to help her walk. She also serves as vice chair of the patient support organization Multiple Sclerosis South Africa, and she advises others who have been diagnosed to join a patient advocacy group as soon as possible to get reliable information and meet others with MS.

Helga says she is “hopeful” about the future of MS. “I must say that I am so grateful that we have all the new medications available, because my life would not be the same if it wasn't for that,” she adds.

Part of how she manages her MS is by looking at the positives.

“If I could tell the world one thing about MS, it would be that MS is an incurable disease of the nervous system, but it's also the greatest teacher of valuing your health, family, friends, and managing change in your life,” she says. “My life is diversified in a way that I never, ever thought it would, and MS has been honestly the greatest teacher.”

Each MS journey is unique – with each person impacted experiencing different struggles, successes, and feelings as they manage this unpredictable disease. But the common thread is clear – there is a critical need for information, support, and hope. We are proud to participate in World MS Day and share these incredible stories of living life while living with MS. To learn more about MS, go to https://www.sanofi.com/why-words-really-matter-when-it-comes-to-multiple-sclerosis.

MAT-GLB-2301642-v1.0-05/2023

This article was sponsored by Sanofi. Participants were compensated when applicable.

Joy

10 things that made us smile this week

Upworthy's weekly roundup of joy.

This week's list of delights includes some award-worthy performances.

What do you get when you combine a beautiful gentle parenting interaction, a whole school singing along with a 7-year-old performing "Peaches" in a Bowser costume and a flying squirrel pretending to be attacked by a broom?

You get this week's 10 things that made us smile, of course.

We hope you get as much joy and delight from these fabulous finds as we did. Enjoy!

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Samantha Rivera stiff-arms a hostile fan on live TV.

Samantha Rivera of CBS Miami stiff-armed an obnoxious fan on live TV during the Stanley Cup Finals in Las Vegas on Monday, June 5. The clip caught the attention of millions on social media because she perfectly blocks the Golden Knights fan from interrupting her live shot while maintaining her composure.

Unfortunately, she had to be prepared to fend off the fan because unruly behavior amongst sports fans has become far too common these days. Rivera used the moment to remind fans back at home about how to behave at a hockey game. “That’s the kind of fan you don’t want to be, right?” she said while fending off the intruder.

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Pop Culture

Guy with 90s-style radio show on TikTok is actually changing lives for aspiring musicians

"The Bun 91.3" is giving unknown artists massive followings and even record label deals.

This guy rocks.

TikTok is a place where obscure music is celebrated, retro comedy is king and lives can be changed overnight. But it’s a rare feat for all three of those corners to intersect on the platform.

As is the way with many TikTok sensations, faux radio show “The Bun 91.3” started off as a fun hobby. The DJ, known only to listeners as “The Bun,” highlights songs by up-and-coming artists all while sporting aviator sunglasses and mastering that cheesy, old-school radio voice.

Much to his surprise, The Bun’s passion project has actually been bringing major attention to aspiring musicians who might otherwise go unnoticed, just like real radio shows did back in the day.

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Woman proves social media is fake by using filters.

Social media has made it very easy to alter your appearance using filters. They may come in handy when you need to record a video but look a bit under the weather—just turn on a soft glow or a makeup filter, and boom, you're camera-ready in less than two seconds. But there has been a lot of talk around the use of filters and teen girls' self-esteem and unrealistic expectations seemingly placed on women.

One woman has taken it upon herself to strip away the filters to prove that, while she is beautiful, her face doesn't actually look the way it does with the filter on. The most interesting thing about these filters is that they're so good, you can't tell they're filters. Gone are the days of filters that made everyone look like a Glamour Shot from the 90s. These filters move with you and even have pores so no one can tell it isn't actually your face.

Well, it is your face—kinda.

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Barack Obama speaking at the World Travel & Tourism Council, 2019

If you’re looking for career advice, there are few better people to ask than former President Barack Obama. After all, he got the most prestigious job in the world after only spending four years in the U.S. Senate and seven in the Illinois State Senate.

Obama clearly knows how to work his way up in the world.

Now, he’s investigating what it means to have “good” work in his new Netflix show, “Working: What We Do All Day.” According to Netflix, the show explores compelling ideas and issues about labor and work, while focusing on the lives of individuals in various professions.

Obama sat down with LinkedIn Editor-in-Chief Daniel Roth to talk about employment-related topics, including the role of work in our lives, disruptions in the workplace in the new Millenium, and the coming AI revolution. During the 15-minute conversation, Obama shared his most important career advice for young people, and it was simple, especially for such a thoughtful, well-spoken man. The former president said, “Get stuff done. Just learn how to get stuff done.”

He then unpacked what he meant by his simple motto.

“I've seen at every level people who are very good at describing problems, people who are very sophisticated in explaining why something went wrong or why something can't get fixed, but what I'm always looking for is, no matter how small the problem or how big it is, somebody who says, 'Let me take care of that,'” Obama said. “If you project an attitude of, whatever it is that's needed, I can handle it and I can do it, then whoever is running that organization will notice. I promise.”

Obama is spot-on with his analysis. You can talk about things all day, but what really matters is taking action and making things happen. Maybe that’s why his campaign slogan in 2008 was a simple three-word phrase about taking care of business, “Yes, we can.”

"The best way to get attention is, whatever is assigned to you, you are just nailing. You're killing it. Because people will notice, that's someone who can get something done," Obama continued.

As someone who has managed people at the top levels of government, Obama has a rare understanding of the importance of relying on people to carry out essential orders and knowing who to trust to get it done efficiently and correctly. When you’re president of the United States, you must have complete trust in the people you delegate work to because thousands or even millions of lives could be at risk.

Obama also added that young people shouldn’t focus on a specific job title but on things that interest them. "The people that I find are the most successful are the people who say, 'I'm really interested in computers and figuring this stuff out,' and they end up being a Bill Gates," he said.

People will be happier with careers that are rooted in their interests because they’re doing what they love. We only get 24 hours in a day. Most people sleep eight, work eight and enjoy eight for themselves. Everyone loves sleeping and time off, but you can be happy 24 hours a day when you love your job.