National Advertising Division Finds Certain Howies Hockey “World’s Highest Quality” Claims Supported; Recommends Modification or Discontinuation of Others
New York, NY – August 11, 2026 – Following a challenge brought by Mueller Sports Medicine, Inc., BBB National Programs’ National Advertising Division found certain claims made by Howies Hockey, Inc. to be puffery, but recommended superiority claims regarding its athletic and hockey tape products be modified or discontinued.
Mueller and Howies compete in the athletic sports tape market. Mueller challenged express and implied claims made by Howies for its Athletic Tape and Hockey Tape, specifically Howies’ use of the claim “World’s Highest Quality.”
The National Advertising Division (NAD) reviewed product packaging and point-of-sale displays where Howies Hockey’s claim “World’s Highest Quality” appears alone, without reference to specific product attributes or competitors. In this context, NAD found that the claim is puffery because the claim is an expression of corporate pride.
NAD also evaluated Howies’ webpages, social media, print advertising, and third-party retail sites where the claim “World’s Highest Quality” appears alongside descriptions of specific product attributes. NAD found that when the claims appear in conjunction with product attributes, it becomes an objective representation regarding the product’s performance for which substantiation is required.
NAD recommended that Howies discontinue the claim when it appears in close proximity to measurable product attributes or modify the advertising to avoid conveying the unsupported message that Howies products are superior.
Similarly, NAD also recommended that Howies make bona fide, good-faith efforts to have the superiority claim modified or discontinued on third-party retail websites.
In its advertiser statement, Howies Hockey stated that it "agrees to comply with the NAD’s recommendation.”
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.
Mueller and Howies compete in the athletic sports tape market. Mueller challenged express and implied claims made by Howies for its Athletic Tape and Hockey Tape, specifically Howies’ use of the claim “World’s Highest Quality.”
The National Advertising Division (NAD) reviewed product packaging and point-of-sale displays where Howies Hockey’s claim “World’s Highest Quality” appears alone, without reference to specific product attributes or competitors. In this context, NAD found that the claim is puffery because the claim is an expression of corporate pride.
NAD also evaluated Howies’ webpages, social media, print advertising, and third-party retail sites where the claim “World’s Highest Quality” appears alongside descriptions of specific product attributes. NAD found that when the claims appear in conjunction with product attributes, it becomes an objective representation regarding the product’s performance for which substantiation is required.
NAD recommended that Howies discontinue the claim when it appears in close proximity to measurable product attributes or modify the advertising to avoid conveying the unsupported message that Howies products are superior.
Similarly, NAD also recommended that Howies make bona fide, good-faith efforts to have the superiority claim modified or discontinued on third-party retail websites.
In its advertiser statement, Howies Hockey stated that it "agrees to comply with the NAD’s recommendation.”
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.