National Advertising Review Board Recommends James Hardie Building Products Modify or Discontinue Claims for its Fiber Cement Siding Products
New York, NY – March 11, 2025 – A panel of BBB National Programs’ National Advertising Review Board, the appellate advertising body of BBB National Programs, recommended that James Hardie Building Products, Inc. modify or discontinue advertising related to its fiber cement home siding.
In the underlying National Advertising Division (NAD) case (#7338), competitor Louisiana-Pacific Corporation (LP) challenged James Hardie’s advertising claims about the fire- and water-resistant properties of its fiber cement siding.
In its advertiser statement, James Hardie stated that although it “respectfully disagrees with other parts of NARB’s decision,” it “agrees to comply with the panel’s recommendations.”
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 advertising or promotional purposes.
In the underlying National Advertising Division (NAD) case (#7338), competitor Louisiana-Pacific Corporation (LP) challenged James Hardie’s advertising claims about the fire- and water-resistant properties of its fiber cement siding.
Product Combustibility Demonstration Video
The NARB panel found that while a James Hardie demonstration video is a valid demonstration of the various sidings’ combustibility when exposed to a blowtorch flame, it also implied the unsupported messages that James Hardie siding will “protect a consumer’s home from fire damage caused by external fires” or necessarily reduce the risk of fire damage to a home from external fires. Therefore, the panel recommended discontinuing or modifying the video to clarify that non-combustible siding is just one of several elements that in combination may help protect a home from fire damage caused by external fires.California Wildfire Videos
The NARB panel found two testimonial videos featuring survivors of California wildfires who credited James Hardie siding with saving their homes to be misleading, as James Hardie did not provide a causal link between the survival of the homes and the use of Hardie siding. Therefore, the panel recommended James Hardie discontinue these videos and any related print advertisements.Water Resistant Product Demonstration and Claims
James Hardie’s water resistance demonstration compared its siding to LP siding by submerging both in water for six months. The NARB panel found this demonstration misleading because it did not represent real-world conditions and failed to properly prepare the LP siding as required for installation. Therefore, the panel recommended discontinuing the water block demonstration and the related claims, including that the LP siding “absorbs water” and is “more susceptible to swelling, buckling and edge checking.”In its advertiser statement, James Hardie stated that although it “respectfully disagrees with other parts of NARB’s decision,” it “agrees to comply with the panel’s recommendations.”
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 advertising or promotional purposes.