I’ve seen a few instances where instead of writing “you’ll use 1/4 the amount” the ad states “4 times less.” This practice may be getting more common, but it’s bad math and ambiguous English. Say, for example, I have 4 slices of pizza. You have one. When using addition or subtraction for a comparison, I have 3 more slices than you, and surly, you have 3 fewer. Multiplying doesn’t work the same, I have 4 times the pizza you do, and you have one fourth as many as I. To say you have four times fewer makes no sense.
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