National Advertising Division Inquiry Leads to Removal of Glow Fairy Advertisement on Beauty Website
New York, NY – November 21, 2023 – Through its advertising monitoring program, BBB National Programs’ National Advertising Division (NAD) inquired about Glow Fairy advertising on the Beauty and Style Daily website, which included the claim “2023’s ‘5 Best’ Eye Creams on the Market.”
NAD’s inquiry focused on whether the format of the challenged advertising reasonably communicated that the Glow Fairy product recommendations on Beauty and Style Daily were independent editorial endorsements or advertisements.
Toward the end of the inquiry, the hyperlink connecting the Beauty and Style website and the Glow Fairy website was removed and the site became non-functional.
During its inquiry, NAD found that there was no disclosure that the Beauty and Style Daily site was advertising Glow Fairy products. Yet the top recommended product on its website was a Glow Fairy product and the links to purchase other products led consumers to the Glow Fairy website. Further, the “About us” hyperlink at the bottom of the Beauty and Style webpage directed consumers to the Glow Fairy website.
NAD noted that consumers should understand when digital publishers have a relationship with a brand they are promoting and when the content they are viewing is advertising. This enables consumers to better distinguish between editorial and advertising content.
NAD cautioned Glow Fairy to disclose when it is advertising and avoid displaying advertising content as independent editorial endorsements.
In its advertiser statement, Glow Fairy stated that it “will comply with NAD’s recommendation” and indicated that it “has stepped up efforts to monitor claims made by third-parties in hopes of furthering efforts to prevent misleading claims and maintaining brand integrity.”
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