National Advertising Division Determines Vacation, Inc. “World’s Best-Smelling Sunscreen” Claim is Puffery; Recommends Website Claim be Modified
New York, NY – July 20, 2026 – In a challenge brought by Beiersdorf, Inc., BBB National Programs’ National Advertising Division determined that, when presented by itself, Vacation, Inc.’s “World’s Best-Smelling Sunscreen” claim is puffery, but in another context recommended the claim be modified.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before NAD.
Beiersdorf and Vacation sell competing sunscreen products. Beiersdorf argued Vacation cannot support its “World’s Best-Smelling Sunscreen” claim, while Vacation argued that the claim is puffery. The claim appears on product labels, in retail signage, social media, and Vacation’s website.
Given the subjective nature of the claim and the exaggerated characterization of the product’s smell, NAD found that reasonable consumers are unlikely to view the claim, when presented by itself, as objective requiring substantiation. NAD concluded that the claim “World’s Best-Smelling Sunscreen,” when appearing alone on retail signage and the product label, was puffery.
NAD reached a different conclusion with respect to the website claim. The claim appears in quotation marks and is displayed immediately above five stars, with “4.8/5.0” and “13,457 Reviews” immediately below. NAD determined that, in this context, consumers may take away the message that the claim is more than puffery and relies on reviews as substantiation for a claim of preference.
Therefore, NAD recommended that Vacation modify its advertising to avoid conveying the message that the “World’s Best-Smelling Sunscreen” is substantiated by the reviews.
During the proceeding, Vacation voluntarily modified an “award-winning” claim. The modified claim will be treated, for compliance purposes, as if NAD recommended it be modified.
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 process designed for single-issue advertising cases before NAD.
Beiersdorf and Vacation sell competing sunscreen products. Beiersdorf argued Vacation cannot support its “World’s Best-Smelling Sunscreen” claim, while Vacation argued that the claim is puffery. The claim appears on product labels, in retail signage, social media, and Vacation’s website.
Given the subjective nature of the claim and the exaggerated characterization of the product’s smell, NAD found that reasonable consumers are unlikely to view the claim, when presented by itself, as objective requiring substantiation. NAD concluded that the claim “World’s Best-Smelling Sunscreen,” when appearing alone on retail signage and the product label, was puffery.
NAD reached a different conclusion with respect to the website claim. The claim appears in quotation marks and is displayed immediately above five stars, with “4.8/5.0” and “13,457 Reviews” immediately below. NAD determined that, in this context, consumers may take away the message that the claim is more than puffery and relies on reviews as substantiation for a claim of preference.
Therefore, NAD recommended that Vacation modify its advertising to avoid conveying the message that the “World’s Best-Smelling Sunscreen” is substantiated by the reviews.
During the proceeding, Vacation voluntarily modified an “award-winning” claim. The modified claim will be treated, for compliance purposes, as if NAD recommended it be modified.
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.