BBB National Programs Archive

Sumo Logic Discontinues Express, Implied Claims Challenged by Splunk

New York, NY – Dec. 4, 2014 – Sumo Logic, Inc., the maker of software for log management and analytic systems, has said it will discontinue all advertising claims challenged before the National Advertising Division (NAD) by competitor Splunk, Inc.

NAD, an investigative unit of the advertising industry’s system of self-regulation, examines advertising claims in all mediums for truth and accuracy.

Splunk contended in its challenge that Sumo Logic misleadingly compared Splunk and Sumo Logic.  Specifically, the challenger contended that Sumo Logic’s website, salespersons and Twitter feed, made claims and posted a series of charts that were untruthful and misleading.

Sumo Logic’s charts indicated that Sumo Logic and Splunk share some of the same features.  The challenger contended, however, that certain features are not available on Sumo Logic.  Further, the challenger argued that Sumo Logic incorrectly claimed it has six features which are not available on Splunk.

In response to NAD’s inquiry Sumo Logic said that, although it disagreed with Splunk’s assertions that its claims were false or misleading, it had removed the comparison charts and blogs posts with the challenged claims from its websites and advised its marketing representative to cease sending emails to potential customers containing the challenged claims.

The advertiser further represented that it had completely overhauled its website and marketing strategies and permanently discontinued all challenged express and implied claims, including:

Sumo Logic and Splunk are at parity with regard to:

  • “Universal, Real-Time Indexing”
  • “Reporting”
  • “Dashboards”
  • “Monitoring and Alerting”
  • “Data Forwarding and Receiving”
  • “Role-based Access Controls”
  • “Developer APIs”
  • “Enterprise Apps”
  • “Knowledge Mapping”


There are six key features not available on Splunk that are available on Sumo Logic:

  • “Guaranteed Index Bursting”
  • “Log Reduce” feature
  • “Guaranteed Query Performance”
  • “Anomaly Detection”
  • “Built-in High Availability Redundancy”
  • Certifications including, “SOC 2 Type II, HIPAA, FIPS 140, US-EU Safe Harbor.”

Sumo Logic has “patented anomaly detection analytics.”

Splunk lacks technology “to reduce hundreds of thousands of pages of results into a handful of meaningful patterns.”

“Netflix moved from Splunk and saw a 50% reduction in MTTR and 5x improvement in performance.”

“Sumo Logic recently migrated companies such as, Autodesk, and Accenture from Splunk Enterprise.”

NAD appreciated the advertiser’s undertaking to voluntarily discontinue all of the challenged claims, an action NAD deemed appropriate and necessary given the absence of supporting evidence in the record.

Sumo Logic, in its advertiser’s statement, said that: “We respectfully disagree with Splunk’s assertions that the disputed claims are false, misleading and deceptive, however, in the interest of resolving this dispute quickly we accept NAD’s decision in its entirety and agree to discontinue the advertising of (i) a comparison chart on the website entitled “Machine Data Analytics Showdown: Sumo Logic vs. Splunk”, (ii) a blog on entitled  “differentiators”, and (iii) a post on the website entitled “Sumo Logic vs. Splunk: Top 6 reasons to think beyond Splunk” and have ceased plans to send any emails and social media promotions to prospects and customers containing the disputed materials included in (i)-(iii) above, and otherwise agrees to take NAD’s recommendations with respect to this matter into account in its future advertising.”