Following National Advertising Division Challenge, Afloia Direct Voluntarily Discontinues HEPA and H13 Standards Claims for Air Purifiers

New York, NY – June 28, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by competitor Vesync Corporation, Homintell Inc. (d/b/a Afloia Direct) voluntarily discontinued claims for various models of its air purifiers.

Vesync argued that independent third-party tests showed that Afloia’s claims regarding product compliance with HEPA and/or H13 standards are unsubstantiated and misdescribed in Afloia’s marketing materials. 

In response to the challenge, Afloia presented testing that it argued showed its filters meet and exceed HEPA and H13 standards but represented that it would voluntarily permanently discontinue its HEPA and H13 claims.

Therefore, the National Advertising Division (NAD) did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued. 

In its advertiser statement, Afloia stated that it agrees to comply with NAD’s decision and that it “does not concede that there was anything misleading about the claims but has decided to voluntarily discontinue the claims at this time.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release shall not be used for advertising or promotional purposes.