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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11/18/2020 - NARB Recommends P&G Discontinue Claim that Tide purclean has “4x Cleaning Power”
New York, NY – November 18, 2020 – NARB has recommended that P&G discontinue the claim that Tide purclean has “4x Cleaning Power of [comparator product].” The advertising at issue was challenged by Seventh Generation Company before NAD. Following NAD’s decision, P&G appealed NAD’s recommendation. -
10/22/2020 - NARB Recommends Benefiber Discontinue “100% Natural” and “Clinically Proven” Claims, But Finds “Helps You Feel Fuller Longer” Claim Supported
New York, NY – October 22, 2020 – The National Advertising Review Board (NARB) recommended that GlaxoSmithKline Consumer Healthcare, LLC (GSK) discontinue “100% natural” and “clinically proven to curb cravings” claims for Benefiber, and determined that GSK provided a reasonable basis for its claim that Benefiber “helps you feel fuller longer.” The advertising had been challenged by P&G before the National Advertising Division (NAD) and GSK appealed NAD's findings.
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10/05/2020 - NARB Recommends SmileDirectClub Discontinue Claims That Clear Aligners Deliver Results “3x Faster Than Braces” and “3x Sooner Than Braces”
New York, NY – October 5, 2020 – A panel of the National Advertising Review Board (NARB), a division of BBB National Programs, has recommended that SmileDirectClub, LLC (SDC) discontinue the claims “We’re 3x Faster than Braces” and “Get a smile you’ll love, 3x sooner than braces.” -
9/16/2020 - NARB Determines that #1 Claim for Oral-B Interdental Picks, Based on Oral-B’s Status as the Leading Dental Floss Brand, is Not Misleading
New York, NY – September 16, 2020 – A panel of the National Advertising Review Board (NARB) has determined that a “#1” claim, for Oral-B Precision Clean Interdental Picks, based on Oral-B’s status as the leading dental floss brand, is not misleading. However, the panel recommended that P&G discontinue any uses of the #1 claim that are not accompanied by a clear and conspicuous disclosure that #1 refers to Oral-B’s status as the #1 dentist recommended floss brand. -
9/01/2020 - NARB Recommends Verizon Discontinue Claim “Building the most powerful 5G experience for America” But Finds Support for Building Powerful 5G Claim
New York, NY – September 1, 2020 – A panel of the National Advertising Review Board (NARB), a division of BBB National Programs, has recommended that Verizon Communications, Inc. (“Verizon”) discontinue the claim that “Verizon is building the most powerful 5G experience for America.” The two commercials were challenged to the National Advertising Division (NAD) by competitor, AT&T Services, Inc. (“AT&T”). -
8/24/2020 - NARB Recommends Church & Dwight Discontinue “Clinically Proven Absorption” Claim for Vitafusion Gummy Vitamins
A panel of the National Advertising Review Board (NARB), a division of BBB National Programs, has recommended that Church & Dwight Co., Inc. discontinue the claim “Clinically Proven Absorption” for its vitafusion gummy line of dietary supplements. The advertising at issue had been challenged by competitor Pharmavite LLC before the National Advertising Division (NAD). Following NAD’s decision ( Case No. 6355), Church & Dwight appealed NAD’s findings. -
8/06/2020 - NARB Recommends S.C. Johnson Discontinue Unqualified “Non-Toxic” Claim on Windex Vinegar Glass Cleaner
A panel of the National Advertising Review Board (NARB), a division of BBB National Programs, has recommended that S.C. Johnson & Son, Inc. (S.C. Johnson) discontinue the claim “non-toxic” on package labeling for its Windex Vinegar Glass Cleaner. However, the panel determined that a properly qualified non-toxic claim, which clearly and conspicuously discloses the nature of the health risks from product misuse, would be acceptable. The advertising at issue had been challenged by competitor The Procter & Gamble Company (“P&G”) before the National Advertising Division (NAD). Following NAD’s decision (Case No. 6353), S.C. Johnson appealed the finding. -
7/01/2020 - NARB Recommends Choice Home Warranty Modify Certain Claims for its Home Warranty Service Plans, and Discontinue Others
A panel of the National Advertising Review Board (NARB) has recommended that Choice Home Warranty (CHW) modify or discontinue certain claims regarding its home warranty service plans. The advertising at issue had been challenged by competitor Frontdoor, Inc. before the National Advertising Division (NAD). Following NAD’s decision, CHW appealed most of the NAD findings adverse to it. -
5/20/2020 - After Appeal, NARB Recommends AT&T Discontinue “5G Evolution” and “5G Evolution, The First Step to 5G” Claims
A panel of the National Advertising Review Board (NARB) has recommended that AT&T Services, Inc. discontinue its “5G Evolution” and “5G Evolution, The First Step to 5G” claims. The advertising at issue had been challenged by T-Mobile USA, Inc. before the National Advertising Division (NAD). Following NAD’s decision, AT&T appealed NAD’s recommendation that these two claims be discontinued. -
4/06/2020 - NARB Finds Supported the Claims that Aleve is “Proven Better On Pain” than Tylenol Extra Strength For First Six Hours After Ingestion
A panel of the National Advertising Review Board (“NARB”) has determined that Bayer Healthcare LLC has properly supported the claims that Aleve is “Proven Better on Pain than Tylenol Extra Strength” and “Proven Better on Pain than Tylenol,” but has recommended that the advertiser modify such claims by adding a clear and conspicuous disclosure that the asserted pain-relief superiority is based on clinical data from the first six hours after initial dosing.