Direct Selling Self-Regulatory Council Recommends Novae Modify or Discontinue Certain Earnings Claims
McLean, VA – November 4, 2025 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that Novae LLC, a direct selling company that offers access to credit, capital, debt-relief services, as well as business and personal financing, modify or discontinue earnings claims made by Novae salesforce members.
The earnings claims at issue were identified by DSSRC through its ongoing, independent monitoring of advertising claims in the direct selling industry.
The earnings claims, primarily found on Facebook, that formed the basis of this inquiry include, but are not limited to:
DSSRC was concerned that the challenged claims communicated the message that the typical Novae salesforce member can generally expect to earn significant income from the Novae business opportunity.
Novae did not attempt to support the earnings claims that were brought to its attention and took immediate action to try and remove the posts in their entirety.
Novae was able to remove six of the 10 challenged claims, and of those remaining accessible to the public, Novae confirmed that it attempted to contact the responsible salesforce members responsible for the posts, notified Facebook of the unauthorized content, and where permitted, added comments to the posts to inform the public that the claims were unauthorized and that Novae had requested their removal or significant modification.
Through the inquiry, DSSRC identified two separate social media posts claiming that the business opportunity could “help individuals and families take back control of their finances… repair credit, build financial stability, or earn extra income through a proven system… break free from financial stress and build the future you deserve.” Although Novae successfully removed one post, Novae did not provide information regarding its efforts to address the second, which remains publicly accessible. DSSRC therefore recommends that Novae contact the salesforce member responsible for disseminating the post and similarly request removal of the post that remains accessible by the public.
In its statement, Novae said that it “agrees to adhere to the recommendations outlined” and is a “strong proponent of industry self-regulation and appreciates the DSSRC’s thorough review.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.
The earnings claims at issue were identified by DSSRC through its ongoing, independent monitoring of advertising claims in the direct selling industry.
The earnings claims, primarily found on Facebook, that formed the basis of this inquiry include, but are not limited to:
- “From just a couple of months it has literally changed my financial situation … You can't do nothing but win and put you and your family in a better position 💯 This was the best $349 I have ever invested…”
- “#FinancialFreedom”
- “Join Novae and unlock unlimited revenue potential!... Earn Commissions Immediately”
- Inhale financial freedom. #millionairemindset #financialfreedom
- Earn up to $3,000+ per referral depending on the program your customer enrolls for and potentially grow a residual income.”
DSSRC was concerned that the challenged claims communicated the message that the typical Novae salesforce member can generally expect to earn significant income from the Novae business opportunity.
Novae did not attempt to support the earnings claims that were brought to its attention and took immediate action to try and remove the posts in their entirety.
Novae was able to remove six of the 10 challenged claims, and of those remaining accessible to the public, Novae confirmed that it attempted to contact the responsible salesforce members responsible for the posts, notified Facebook of the unauthorized content, and where permitted, added comments to the posts to inform the public that the claims were unauthorized and that Novae had requested their removal or significant modification.
Through the inquiry, DSSRC identified two separate social media posts claiming that the business opportunity could “help individuals and families take back control of their finances… repair credit, build financial stability, or earn extra income through a proven system… break free from financial stress and build the future you deserve.” Although Novae successfully removed one post, Novae did not provide information regarding its efforts to address the second, which remains publicly accessible. DSSRC therefore recommends that Novae contact the salesforce member responsible for disseminating the post and similarly request removal of the post that remains accessible by the public.
In its statement, Novae said that it “agrees to adhere to the recommendations outlined” and is a “strong proponent of industry self-regulation and appreciates the DSSRC’s thorough review.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.