In National Advertising Division Challenge, Zuru Voluntarily Modifies Challenged Incentivized Review Practices
New York, NY – September 15, 2026 – Following a BBB National Programs’ National Advertising Division challenge brought by The Procter & Gamble Company (P&G), Zuru Edge Limited voluntarily discontinued practices to comply with the FTC’s Endorsement Guides for future incentivized review programs.
Zuru is a New Zealand-based consumer products company that sells products including infant and pet care products, toys, and wellness products. Zuru’s brands, which include Millie Moon diapers, compete with P&G brands such as Pampers. P&G alleged that, for a period of at least six years, Zuru has been running an incentivized review program through a private Facebook group called the ZURU Edge Community. P&G asserted that the group has 5,000+ members, that Zuru has solicited consumers to write incentivized reviews in exchange for full reimbursement from Zuru, and that Zuru provided no instructions that the reviewers disclose their material connection.
During the inquiry, Zuru stated that it has discontinued the Facebook group and modified its incentivized review practices to instruct consumers to include a clear and conspicuous disclosure that the purchase price of the reviewed product was being reimbursed by Zuru. Therefore, NAD will treat the discontinuation and modification, for compliance purposes, as though NAD recommended them.
In regard to reviews already posted, NAD recommended that Zuru make reasonable efforts to have any recent reviews of current products revised to include any necessary disclosures or to notify third-party retail channels that these reviews were incentivized.
In its advertiser statement, Zuru stated that it "will endeavor to 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.
Zuru is a New Zealand-based consumer products company that sells products including infant and pet care products, toys, and wellness products. Zuru’s brands, which include Millie Moon diapers, compete with P&G brands such as Pampers. P&G alleged that, for a period of at least six years, Zuru has been running an incentivized review program through a private Facebook group called the ZURU Edge Community. P&G asserted that the group has 5,000+ members, that Zuru has solicited consumers to write incentivized reviews in exchange for full reimbursement from Zuru, and that Zuru provided no instructions that the reviewers disclose their material connection.
During the inquiry, Zuru stated that it has discontinued the Facebook group and modified its incentivized review practices to instruct consumers to include a clear and conspicuous disclosure that the purchase price of the reviewed product was being reimbursed by Zuru. Therefore, NAD will treat the discontinuation and modification, for compliance purposes, as though NAD recommended them.
In regard to reviews already posted, NAD recommended that Zuru make reasonable efforts to have any recent reviews of current products revised to include any necessary disclosures or to notify third-party retail channels that these reviews were incentivized.
In its advertiser statement, Zuru stated that it "will endeavor to 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.