In National Advertising Division Fast-Track SWIFT Case, Laifen Voluntarily Discontinues 'Fastest' Claims for Swift Hair Dryers

New York, NY – January 10, 2024 – The BBB National Programs National Advertising Division has closed a Fast-Track SWIFT challenge initiated by Dyson, Inc. regarding advertising by Shuye Technology Ltd. d/b/a Laifen. 

Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD).

Dyson challenged claims on Laifen’s website and on its social media that Swift, Swift SE, Swift Special, and Swift Premium hair dryers are the “fastest.” 

Dyson argued that claims that Swift hair dryers are the “fastest” on the market are unsupported. Laifen informed NAD that it is permanently discontinuing the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

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 shall not be used for advertising or promotional purposes.