National Advertising Division Recommends Bullfrog Modify or Discontinue Certain Comparative Superiority Claims for its Bullfrog Spas
New York, NY – January 29, 2025 – In a challenge brought by competitor Jacuzzi Group, BBB National Programs’ National Advertising Division recommended that Bullfrog International discontinue certain claims promoting the personalization, power, energy efficiency, and durability of its Bullfrog spas as compared to “conventional” hot tubs.
Jacuzzi challenged claims made by Bullfrog on its website, YouTube, sales sheets, and through third-party dealers. Bullfrog’s spas have a patented system of interchangeable “JetPaks” that offer users personalized jet configurations that can be changed between seats.
Personalization Claims
Jacuzzi challenged claims that Bullfrog spas offer a more personalized experience compared to “conventional” hot tubs, such as “No other spa brand features so many personalization options that enhance even the most subtle comfort features.”
The National Advertising Division (NAD) determined that, while Bullfrog’s spas may offer “personalization” features distinguishing it from competitors, the evidence did not support the challenged claims that convey the message that Bullfrog offers a greater number of personalization options than any of its competitors or that competitor spas lack personalization options.
Therefore, NAD recommended that Bullfrog discontinue claims that its spas offer a more personalized experience compared to conventional hot tubs or modify them so they tout any advantages of Bullfrog’s JetPak system without unsupported comparisons.
Power Claims
Jacuzzi also challenged claims that Bullfrog spas are more powerful than conventional hot tubs. NAD determined that the challenged claims convey a superiority message that Bullfrog spas, by virtue of having less plumbing or more efficient plumbing, are more powerful than conventional hot tubs.
As there was no reliable evidence of the relative power of Bullfrog spas or any of its competitors, NAD recommended that Bullfrog discontinue claims conveying that its spas are more powerful than conventional hot tubs or modify them so they tout any advantages of Bullfrog’s spas’ design without making unsupported comparisons.
Energy Efficiency Claims
Additionally, Jacuzzi challenged claims that Bullfrog spas are more energy efficient than conventional hot tubs. NAD determined that Bullfrog’s comparative superiority energy saving claims were not supported. Accordingly, NAD recommended that Bullfrog discontinue such claims or modify them so they tout Bullfrog’s design features without making unsupported comparisons.
Durability Claims
Finally, Jacuzzi challenged claims Bullfrogs Spas’ base and frame are more durable and provide a longer hot tub lifespan compared to conventional hot tubs. NAD determined that certain challenged claims conveyed the comparative superiority messages that Bullfrog spas, under their “Endurabase” structure made with ABS plastic, have longer life spans than competitor spas made with wood or metal frames.
NAD found no evidence to support the challenged durability claims and recommended that Bullfrog discontinue or modify the claims so they tout the benefits of Bullfrog’s ABS frames without making unsupported comparisons and without conveying the message that Bullfrog spas will never degrade.
In its advertiser statement, Bullfrog stated that although it “respectfully disagrees with certain aspects of NAD’s decision and stands by the veracity of the general product advantage assertions” it will comply with the decision made in this case.
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. This press release shall not be used for advertising or promotional purposes.