NAD Finds Certain Neebo Baby Monitor Claims Supported and Recommends Modification of Others to Disclose Material Limitations

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New York, NY – December 17, 2020 – The National Advertising Division (NAD) of BBB National Programs determined that Daatrics Ltd. provided a reasonable basis for certain advertising claims made in connection with its Neebo Baby Monitor, and recommended other claims be modified to disclose material limitations. The claims at issue for Neebo, an Internet of Things-connected wearable monitor that provides alerts and statistics to caregivers while children are in motion or asleep, were challenged as part of NAD’s routine monitoring program.

During the pendency of the case, the advertiser voluntarily modified many of the challenged claims permanently, therefore, NAD did not review these claims on the merits.

NAD determined that the express claim that “Neebo is looking after your little one, when you are not able to,” in connection with claims that the device provides “continuous monitoring” concerning many parameters (heart rate, oxygen level, thermal state, activity, and audio monitors) reasonably conveys that Neebo is akin to a medical monitor. 

NAD noted that although the advertiser includes a prominent disclosure on its “buy now” webpage that includes material limitations on the use of Neebo (i.e., “Neebo is a non-medical device that is not intended to replace, modify, or supplement any prescribed medical device”), this disclosure is not viewable in close proximity to the claim it qualifies. Therefore, NAD recommended that the advertiser modify the claim “Neebo is looking after your little one, when you are not able to” to disclose the material limitations of the claim clearly and conspicuously in close proximity to the claim, and otherwise avoid implying that Neebo is akin to a medical monitor.

Following its review of the advertiser’s submission on competing products, NAD determined that the claim that “NEEBO follows your child wherever they go. The first and only on-the-go monitoring solution for children aged 0-5” is supported.

Finally, NAD determined that the claim “unmatched in features in a miniature size” was supported by the number of features offered by Neebo as compared to competing products. The advertiser’s claim enumerated the features as: “(1) heart rate - (1) heart rate – monitors heart rate as the primary indicator of a child’s well-being; (2) thermal state – analyzing changes in wrist temperature to monitor your child’s thermal comfort; (3) activity monitor – tracks child’s activity, including sleep patterns and its duration; (4) alert system – smart notification delivery system to ensure you won’t miss an emergency; (5) oxygen levels – Tracks your child's oxygen saturation to monitor optimal balance; (6) eavesdrop – allows you to hear what’s happening around your child while you are connected via Bluetooth; (7) statistics – helpful insights of your child’s day to day activities, habits, and well-being.” However, NAD noted that there was no evidence provided on the quality of the features on Neebo or competing devices. Therefore, NAD recommended that the advertiser modify the claim to include a clear and conspicuous disclosure, in close proximity to it, to make clear that the claim refers only to the quantity – and not the quality or performance – of the stated features.

In its advertiser’s statement, Daatrics stated that it “agrees to comply with NAD’s recommendations.” 

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD), a division of BBB National Programs, provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.