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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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”). -
8/27/2020 - Infinity Superfoods Voluntarily Discontinues Social Media and Blog Post for Infinity-C Following NAD Inquiry into Implied COVID-19 Messages
Following an inquiry by the National Advertising Division (NAD) of BBB National Programs, Infinity Superfoods discontinued a social media post and related blog posts for its Infinity-C dietary supplement. -
8/25/2020 - NAD Finds Certain T-Mobile 5G Speed and Coverage Claims Supported; Recommends Modification or Discontinuance of Others; Advertiser to Appeal
The National Advertising Division (NAD) of BBB National Programs determined that T-Mobile US, Inc. supported claims that its 5G service is faster than a competitors’ 4G, as well as its own 4G, but recommended it discontinue express and implied claims that its 5G network is more reliable than competing 4G or 5G networks. Similarly, NAD determined that T-Mobile supported claims that its 5G service currently provides better coverage than that of competitors, however, NAD recommended that T-Mobile discontinue the challenged claim that its 5G service is generally available in locations that have traditionally been challenging for cellular service (or disclose, clearly and conspicuously, the typical performance of T-Mobile’s 5G).
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8/25/2020 - NAD Recommends Verizon Modify or Discontinue Some Superiority Claims for Fios, Finds Qualified “Fastest Speed” Claim Substantiated; Both Parties to Appeal
The claims at issue were challenged by Charter Communications, Inc., provider of competing internet services. Verizon is appealing, and Charter is cross-appealing, certain NAD recommendations to the National Advertising Review Board. -
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. -
8/19/2020 - NAD Refers Vitamin Bounty to FDA and FTC for Claims that Elderberry Immune Support Protects Against COVID-19
The National Advertising Division (NAD) of BBB National Programs has referred advertising claims made by Vitamin Bounty/Matherson Organics, LLC (“Vitamin Bounty”) for its Elderberry Immune Support to the U.S. Food and Drug Administration (FDA) and Federal Trade Commission (FTC) for review. The advertiser did not respond to NAD’s request to provide substantiation for its claims. -
8/18/2020 - NAD Finds Certain Maty’s Cough Products Claims Supported; Recommends Modification or Discontinuation of Others
The National Advertising Division (NAD) of BBB National Programs determined that Maty’s Healthy Products, LLC (Maty’s) properly supported certain online and packaging claims regarding the benefits of certain ingredients in its cough syrup dietary supplements, but recommended modification or discontinuation of other claims for the products themselves. The claims at issue were challenged by Zarbee’s Inc. (Zarbee’s), maker of competitive cough syrup products. -
8/13/2020 - NAD Finds Tide purclean’s Website “Plant-Based” Claims Supported But Label Claims Should be Modified; P&G to Appeal “4x Cleaning Power” Finding
The National Advertising Division (NAD) of BBB National Programs determined that The Procter & Gamble Company (P&G) properly supported “plant-based” claims on its website for its 75% plant-based laundry detergent, Tide purclean. However, NAD recommended that the advertiser modify the plant-based claims appearing on its product label. NAD also found certain cleaning performance claims for Tide purclean supported and that the “purclean” brand name, by itself, was not misleading. P&G’s advertising claims for Tide purclean were challenged by Seventh Generation Company. -
8/12/2020 - CARU Recommends MilkPEP Modify Child-Directed Advertisement to Meet Safety Guidelines for Children Under 12
The Children’s Advertising Review Unit (CARU), a division of BBB National Programs, determined that a television advertisement to promote America’s Milk Companies produced by the National Fluid Milk Processor Promotion Board (MilkPep) did not comply with CARU’s safety guidelines. As a result, CARU recommended that MilkPEP discontinue the ad, which appeared during children’s programming, or modify it to include proper representation of safety gear. -
8/11/2020 - Privacy Watchdog Brings Popular Photo Studio App Developer into Compliance with Digital Advertising Best Practices
BBB National Programs’ privacy watchdog, the Digital Advertising Accountability Program (DAAP), today released a new data privacy case for the popular mobile app publisher PicsArt, outlining actions taken to date to bring the company into compliance with the Digital Advertising Alliance (DAA)’s Self-Regulatory Principles.