National Advertising Division Recommends Science Interactive Group Discontinue Certain “4K” Claims for its StarLab Dome Projection System
New York, NY – February 4, 2026 – In a BBB National Programs’ National Advertising Division FastTrack SWIFT challenge initiated by competitor Digitalis Educational Solutions, the National Advertising Division (NAD) recommended Science Interactive Group (SIG) discontinue certain advertising claims promoting its StarLab dome and projection system.
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
Digitalis manufactures digital planetariums and competes with SIG, which manufactures the StarLab dome and projection system marketed to educational institutions and can be used to demonstrate content and experiences for astronomy, geology, and meteorology.
NAD examined whether SIG’s “4K” descriptions of the StarLab system were truthful and not misleading.
The challenged claims describing a “4K projector” do not indicate anything else about the specific resolution of the projected images and do not appear in proximity to SIG’s disclosure of the technical specifications for the actual resolution visible on the dome. NAD determined that, in the contexts in which the 4K projector claims appear, the claims may convey the unsupported message that users viewing content while using the StarLab system will see images projected on the dome in 4K quality resolution. More specifically, they may not understand that “4K” is a theoretical level of resolution for projection onto a flat screen and not what is achieved on the actual StarLab dome, which is less than 4K resolution.
NAD further found that SIG’s separate disclosure of the dome’s actual resolution (3.66 megapixels) was insufficient because it contradicted, rather than qualified, the “4K” claims.
Accordingly, NAD recommended that SIG discontinue the claims “State-of-the-art 4k Projector…,” “Bring breathtaking clarity, cinematic realism, and stunning dimension to every lesson with the new StarLab 4k projector,” and “Our native 4K projector will enable you to bring all your visuals to life in stunning detail whether they’re 4K or native resolution.”
During the inquiry, SIG voluntarily permanently discontinued certain claims, including “Give your students the 4k experience!” “Cutting Edge Technology: 4K projection,” and “Using 3840x2160 pixels – that’s more than 8 million pixels – Star Lab 4K projection produces unmatched clarity and stunning dimension for any content.” Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and SIG agreed to comply.
In its advertiser statement, SIG stated though it disagrees with certain recommendations, it “will comply with NAD’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 promotional purposes.
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
Digitalis manufactures digital planetariums and competes with SIG, which manufactures the StarLab dome and projection system marketed to educational institutions and can be used to demonstrate content and experiences for astronomy, geology, and meteorology.
NAD examined whether SIG’s “4K” descriptions of the StarLab system were truthful and not misleading.
The challenged claims describing a “4K projector” do not indicate anything else about the specific resolution of the projected images and do not appear in proximity to SIG’s disclosure of the technical specifications for the actual resolution visible on the dome. NAD determined that, in the contexts in which the 4K projector claims appear, the claims may convey the unsupported message that users viewing content while using the StarLab system will see images projected on the dome in 4K quality resolution. More specifically, they may not understand that “4K” is a theoretical level of resolution for projection onto a flat screen and not what is achieved on the actual StarLab dome, which is less than 4K resolution.
NAD further found that SIG’s separate disclosure of the dome’s actual resolution (3.66 megapixels) was insufficient because it contradicted, rather than qualified, the “4K” claims.
Accordingly, NAD recommended that SIG discontinue the claims “State-of-the-art 4k Projector…,” “Bring breathtaking clarity, cinematic realism, and stunning dimension to every lesson with the new StarLab 4k projector,” and “Our native 4K projector will enable you to bring all your visuals to life in stunning detail whether they’re 4K or native resolution.”
During the inquiry, SIG voluntarily permanently discontinued certain claims, including “Give your students the 4k experience!” “Cutting Edge Technology: 4K projection,” and “Using 3840x2160 pixels – that’s more than 8 million pixels – Star Lab 4K projection produces unmatched clarity and stunning dimension for any content.” Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and SIG agreed to comply.
In its advertiser statement, SIG stated though it disagrees with certain recommendations, it “will comply with NAD’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 promotional purposes.