BBB National Programs Decision Summaries
BBB National Programs provides summaries of all case decisions from the National Advertising Division (NAD), National Advertising Review Board (NARB), Children’s Advertising Review Unit (CARU), Direct Selling Self-Regulatory Council (DSSRC), and Digital Advertising Accountability Program (DAAP). Subscribe to receive a weekly wrap-up of published case decisions in your inbox.
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8/16/2022 - National Advertising Division Finds Certain Claims for Shark Vertex Supported; Recommends Other Vertex and Navigator Pet Pro Vacuum Claims Be Discontinued
New York, NY – August 16, 2022 – The National Advertising Division (NAD) determined that certain “no hair wrap” claims made by SharkNinja Operating, LLC for its Shark Vertex corded vacuum and Vertex Lightweight cordless stick vacuum were supported. NAD recommended that Shark discontinue or modify other claims for its Vertex vacuums and Navigator Pet Pro vacuum.
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8/11/2022 - NAD Finds Verizon 5G Ultra Wideband Expansion Claim Supported; Recommends 5G Ultra Wideband “Most Reliable” Claim be Discontinued
New York, NY – August 11, 2022 – The National Advertising Division (NAD) determined Verizon provided a reasonable basis for the message in its “Verizon is Going Ultra” commercial that Verizon 5G Ultra Wideband has expanded its coverage. However, NAD recommended that Verizon discontinue the “most reliable” claim when referring to the 5G Ultra Wideband network and modify its advertising to clearly define "cities."
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8/10/2022 - Moose Toys Discontinues its Fail Fix Dolls Advertising to Comply with Children’s Advertising Review Unit Guidelines on Negative Social Stereotypes
McLean, VA – August 10, 2022 – The Children’s Advertising Review Unit (CARU) has determined that Moose Toys product advertising to children for its Fail Fix Total Makeover Dolls failed to comply with CARU’s Advertising Guidelines, specifically a provision stating that advertising should not portray or encourage negative social stereotyping, prejudice, or discrimination.
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8/04/2022 - National Advertising Division Recommends SmileDirectClub Discontinue Comparative “2X Whiter” and “2X Faster” Whitening Strips Claims
New York, NY – August 4, 2022 – The National Advertising Division (NAD) recommended that SmileDirectClub discontinue claims that its Fast-Dissolving Whitening Strips get teeth “2X whiter than Crest Classic White Whitestrips” and whiten teeth “2X faster than Crest Classic White Whitestrips.” These claims were challenged by Procter & Gamble Company, maker of a variety of Crest Whitestrips products.
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8/03/2022 - National Advertising Division Finds Certain WaterWipes Claims for Infant Cleansing Wipes Supported, Recommends Others be Discontinued
New York, NY – August 3, 2022 – The National Advertising Division (NAD) determined that certain claims made by WaterWipes regarding the type and purity of ingredients used in its infant cleansing wipes were supported in context. However, NAD found that other claims that expressly or impliedly convey that competing baby wipes with more ingredients are harmful or can “cause or exacerbate diaper rash” were unsupported and recommended that they be discontinued.
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8/02/2022 - Children’s Advertising Review Unit Finds Firefly Games in Violation of COPPA and CARU’s Advertising and Privacy Guidelines; Company Agrees to Corrective Actions
McLean, VA – August 2, 2022 – The Children’s Advertising Review Unit (CARU) of BBB National Programs has found Firefly Games, owner and operator of the LOL Surprise! Room Makeover app, in violation of the Children’s Online Privacy Protection Act (COPPA) and CARU’s Self-Regulatory Guidelines for Advertising and for Children’s Online Privacy Protection. Firefly Games agreed to correct the violations.
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7/26/2022 - Direct Selling Self-Regulatory Council Recommends Root Wellness Discontinue Certain Health-Related Product Claims in Compliance Inquiry
McLean, VA – July 26, 2022 – The Direct Selling Self-Regulatory Council (DSSRC) opened a compliance inquiry to review advertising communicated by Root Wellness LLC that had been the subject of an inquiry from 2021. In this compliance inquiry, DSSRC identified four claims challenged in the 2021 inquiry that are still publicly accessible, as well as 29 new health-related claims, among other issues.
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7/21/2022 - National Advertising Division Finds SmileDirectClub “60% Less Than Invisalign” Claim Supported with Modifications
New York, NY – July 21, 2022 – The National Advertising Division (NAD) of BBB National Programs determined that SmileDirectClub, LLC's claim that its treatment costs "60% less than Invisalign," without further qualification, was overly broad.
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7/14/2022 - National Advertising Division Finds “#1 CDP” Claims for Twilio Customer Data Platform Supported, With Qualification
New York, NY – July 14, 2022 – The National Advertising Division (NAD) of BBB National Programs determined that Twilio Inc. provided a reasonable basis for claims that its customer data platform is the “#1 CDP,” provided it makes clear that the basis for such claim is 2020 market share, as measured by the International Data Corporation (IDC). Accordingly, NAD recommended that the advertiser make certain modifications to the claim as it appears in Google search results, press releases, a Twilio billboard, and on Twilio’s website.
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7/14/2022 - Primark Modifies its Advertising to Comply with Children’s Advertising Review Unit Guidelines
McLean, VA – July 14, 2022 – The Children’s Advertising Review Unit (CARU) has determined that Primark US Corp.’s product advertising to children failed to comply with CARU’s Advertising Guidelines, specifically a new provision, which became effective in January of this year, stating that advertising should not portray or encourage negative social stereotyping, prejudice, or discrimination. CARU recommended that the advertiser modify its gender-restrictive advertising and Primark has agreed to the modifications.