Following National Advertising Division Inquiry, Guardian Voluntarily Modifies “40% Off” Savings and Strikethrough Pricing Claims
New York, NY – September 23, 2026 – Following an inquiry brought by BBB National Programs’ National Advertising Division as part of its routine monitoring program, Syscend, Inc. d/b/a Guardian Bikes modified certain advertising claims and practices concerning its children’s and adult bicycles, including savings claims, strikethrough pricing, limited-time sale language, and consecutive countdown timers.
Guardian manufactures bicycles marketed for adults and children. The National Advertising Division (NAD) reviewed “40% off” savings claims and limited-time sale language across social media, promotional emails, website product and checkout pages, and third-party search advertising.
During the inquiry, Guardian stated that it would modify its advertising to make clear that the savings reflect everyday competitor comparisons, clarify that limited-time accessory bundles are separate from comp-value savings, and ensure sale indicators clearly state what is included.
NAD will treat Guardian’s modifications as recommendations accepted for compliance purposes. NAD further recommended that clarifying language appear in the main claim or in a clear and conspicuous, noncontradictory disclosure that is repeated where necessary.
During the inquiry, Guardian stated that it would modify its advertising to provide conspicuous comparative-value disclosures. Additionally, Guardian stated that it worked with Google and Meta to remove or revise ads that displayed comparison pricing without the required disclosures and stated that it would monitor its advertising and remove comparison pricing that lacked the disclosures.
NAD will treat Guardian’s modifications as accepted for compliance purposes. NAD further recommended that any qualifying language clearly identify the strikethrough price as the comparable value of competitors’ bikes and appear in the main claim or in a clear and conspicuous disclosure that does not contradict the main claim and is repeated where necessary.
In its advertiser statement, Guardian Bikes states they “agreed to comply.”
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.
Guardian manufactures bicycles marketed for adults and children. The National Advertising Division (NAD) reviewed “40% off” savings claims and limited-time sale language across social media, promotional emails, website product and checkout pages, and third-party search advertising.
Limited-Time Sale Advertising and Associated Claims
NAD considered whether advertising that paired “40% off” claims with limited-time sale language and a free-accessory offer conveyed an unsupported message that consumers would receive both a temporary 40% discount from Guardian’s ordinary prices and free accessories.During the inquiry, Guardian stated that it would modify its advertising to make clear that the savings reflect everyday competitor comparisons, clarify that limited-time accessory bundles are separate from comp-value savings, and ensure sale indicators clearly state what is included.
NAD will treat Guardian’s modifications as recommendations accepted for compliance purposes. NAD further recommended that clarifying language appear in the main claim or in a clear and conspicuous, noncontradictory disclosure that is repeated where necessary.
Strike-Through Pricing Claims
NAD also reviewed Guardian’s use of strikethrough pricing, including reference prices that did not clearly disclose that the comparison was based on comparable value rather than Guardian’s own former price for the same product.During the inquiry, Guardian stated that it would modify its advertising to provide conspicuous comparative-value disclosures. Additionally, Guardian stated that it worked with Google and Meta to remove or revise ads that displayed comparison pricing without the required disclosures and stated that it would monitor its advertising and remove comparison pricing that lacked the disclosures.
NAD will treat Guardian’s modifications as accepted for compliance purposes. NAD further recommended that any qualifying language clearly identify the strikethrough price as the comparable value of competitors’ bikes and appear in the main claim or in a clear and conspicuous disclosure that does not contradict the main claim and is repeated where necessary.
In its advertiser statement, Guardian Bikes states they “agreed to comply.”
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.