BBB National Programs Archive

NAD Refers Advertising for Captain D’s to Government Agencies for Further Review

New York, NY – Nov. 14,  2008 – The National Advertising Division of the Council of Better Business Bureaus referred advertising by Captain D’s, LLC, to the appropriate government agencies for further review, after Captain D’s declined to participate in an NAD review.

GMRI Inc., which operates as Red Lobster, challenged advertising for Captain D’s before NAD, the advertising industry’s self-regulatory forum. NAD requested that Captain D’s provide substantiation for the following television and Internet advertising claims:

  • “Same amount of food, plus $30 back, $45 bucks back.”
  • “Try Captain D’s wild Alaskan salmon, Alaskan king crab medallions, and flounder basket.  Sit down food, fast food prices.”
  • “Captain D’s offerings are ‘like the same thing we just ate’ at Red Lobster…”

NAD also reviewed the implied claim that “Captain D’s offerings are comparable to items served at Red Lobster at one half the price.”

In a statement to NAD, the advertiser said it “respectfully declined” to participate. The advertiser did not provide a substantive response to NAD’s inquiry. As a result, NAD, pursuant to its policies and procedures, has referred advertising by Captain D’s to the appropriate government agencies.