National Advertising Division Recommends Lily of the Desert Nutraceuticals Discontinue “100% Pure Avocado Oil” Claim for Tropical Plantation Avocado Oil
New York, NY – April 15, 2024 – In a challenge brought by Chosen Foods, LLC, BBB National Programs’ National Advertising Division recommended that Lily of the Desert Nutraceuticals, Inc., discontinue the claim “100% Pure Avocado Oil” for its Tropical Plantation Avocado Oil and avoid conveying the unsupported message that the product is 100% pure avocado oil.
In its decision, the National Advertising Division (NAD) recognized the impact “100%” claims have on consumers, conveying a message of completeness and certainty that vaguer language may not. NAD noted that the label art on Tropical Plantation brand Avocado Oil showcases pristine avocados and avocado oil, reinforcing the message that the product contains a single ingredient. Likewise, NAD noted the back of the bottle claims that the product is “100% Pure Avocado Oil,” “made from Hass Avocados.”
NAD determined that Lily’s evidence does not individually, or collectively, provide support for the claim that Tropical Plantation is “100% Pure” avocado oil. While Lily’s testing indicates that the oil used meets internal specifications and standards, the authenticity and purity of the source oil remains undetermined.
NAD also determined that the challenged advertising reasonably conveys the implied messages that:
- Lily’s avocado oil is made exclusively from avocado oil;
- Lily’s avocado oil does not contain non-avocado oils, including but not limited to sunflower oil, safflower oil, and soybean oil; and
- Lily’s avocado oil has the chemical properties of other, unadulterated avocado oils.
Therefore, NAD concluded that Lily did not provide a reasonable basis of support for the challenged “100% Pure Avocado Oil” claim and recommended that it be discontinued and that Lily avoid conveying the unsupported message that the product is 100% pure avocado oil.
In its advertiser statement, Lily stated that it will comply with NAD’s recommendations.
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.
Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.
Latest Decisions
Direct Selling Self-Regulatory Council Refers Olive Tree Earnings Claims to the FTC and California AG for Possible Enforcement Action
McLean, VA – December 20, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) referred Olive Tree to the Federal Trade Commission (FTC) and California Attorney General's Office for possible enforcement action after Olive Tree failed to respond to a DSSRC inquiry into earnings claims.
Children’s Advertising Review Unit Recommends JustPlay Discontinue or Modify Daisy the Yoga Goat Claims
New York, NY – December 19, 2024 - The Children’s Advertising Review Unit (CARU) launched an investigation into advertising for Just Play’s furReal Daisy the Yoga Goat seeking to determine if the toy’s product packaging and commercial advertisements comply with CARU’s Self-Regulatory Guidelines for Children’s Advertising.
In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies “Made in USA” Claims
New York, NY – December 19, 2024 – In a National Advertising Division challenge, Oral Essentials agreed to permanently modify its claim that certain Oral Essentials oral healthcare products are “Made in USA.”
National Advertising Division Recommends Zuru Modify or Discontinue Certain Claims for its Rascals and Millie Moon Diapers
New York, NY – December 18, 2024 – The National Advertising Division recommended Zuru Edge Limited modify or discontinue certain claims for its Rascals and Millie Moon diaper products.