National Advertising Division Recommends Dreame Modify or Discontinue “2-Minute” Hair Drying Claims
New York, NY – August 13, 2026 – In a challenge brought by Dyson Inc., BBB National Programs’ National Advertising Division recommended that Dreame Technology modify or discontinue advertising claims that its hair styling tools dry hair in two minutes to avoid conveying the unsupported message that the products can dry long hair in that time.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
Dyson and Dreame offer competing hair stylers and hair dryers. At issue were claims for Dreame’s Dazzle Hair Styler and Miracle Pro Hair Dryer that the products can dry hair “in just 2 minutes,” which appeared on Dreame’s website and on Amazon, alongside images of models with long hair.
NAD found that one reasonable takeaway is that the two-minute drying claim applies to the long hair depicted in the images, even where the text refers to shoulder-length hair. NAD noted that visual elements can convey objective messages requiring substantiation.
NAD further found that pairing a quantified performance claim with imagery depicting materially different conditions – here, long hair versus shoulder-length hair - can communicate an unsupported message. As the advertising did not clearly limit the two-minute claim to shoulder-length hair, consumers may reasonably take away that similar results apply to longer hair.
NAD also determined that disclosures in the advertising did not remedy the misleading message. NAD noted that disclosures cannot contradict or correct a message reasonably conveyed by the main claim and imagery, and in this case, the disclosures did not clearly address drying time for long hair.
Accordingly, NAD recommended that Dreame discontinue the challenged claims or modify its advertising to avoid conveying the message that the Dazzle Hair Styler and Miracle Pro Hair Dryer can dry long hair in two minutes.
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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
Dyson and Dreame offer competing hair stylers and hair dryers. At issue were claims for Dreame’s Dazzle Hair Styler and Miracle Pro Hair Dryer that the products can dry hair “in just 2 minutes,” which appeared on Dreame’s website and on Amazon, alongside images of models with long hair.
NAD found that one reasonable takeaway is that the two-minute drying claim applies to the long hair depicted in the images, even where the text refers to shoulder-length hair. NAD noted that visual elements can convey objective messages requiring substantiation.
NAD further found that pairing a quantified performance claim with imagery depicting materially different conditions – here, long hair versus shoulder-length hair - can communicate an unsupported message. As the advertising did not clearly limit the two-minute claim to shoulder-length hair, consumers may reasonably take away that similar results apply to longer hair.
NAD also determined that disclosures in the advertising did not remedy the misleading message. NAD noted that disclosures cannot contradict or correct a message reasonably conveyed by the main claim and imagery, and in this case, the disclosures did not clearly address drying time for long hair.
Accordingly, NAD recommended that Dreame discontinue the challenged claims or modify its advertising to avoid conveying the message that the Dazzle Hair Styler and Miracle Pro Hair Dryer can dry long hair in two minutes.
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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.