New York, NY – March 27, 2025 – As part of its ongoing monitoring efforts, BBB National Programs’ National Advertising Division assessed Skims Body, Inc.’s advertising practices to ensure that its partnerships with celebrity influencers Brittany Mahomes and Lana Del Rey complied with the Federal Trade Commission’s (FTC) Endorsement Guides regarding the proper disclosure of their financial relationship with the brand.
Skims, a fashion apparel brand specializing in underwear and loungewear, regularly collaborates with celebrities and influencers, including singer Lana Del Rey and sports personality Brittany Mahomes, to promote its collections on Instagram.
The National Advertising Division’s (NAD) inquiry focused on whether Del Rey and Mahomes adequately disclosed their financial relationship and material connections with Skims while promoting its products on social media. NAD also considered the steps Skims has taken to ensure influencer compliance with the FTC’s Endorsement Guides.
Lana Del Rey’s Instagram Posts
NAD reviewed three Instagram posts by Del Rey from January 2024 that featured Skims, either mentioning the brand by name or tagging Skims. NAD noted that Skims had taken steps to ensure its contracted influencers comply with FTC Guides, such as providing posting instructions to its influencers and monitoring its influencers to inform them of insufficient disclosures.
Skims specifically asked Del Rey to discontinue or modify the three posts that mention or tag Skims without a clear and conspicuous material connection disclosure to include #ad and/or #sponsored as their contract indicates. For compliance purposes, NAD will treat this voluntary modification as though it was recommended by NAD and agreed upon by Skims.
Brittany Mahomes’ Instagram Posts
NAD also examined two Instagram posts by Mahomes from November 2023 featuring her and, in some cases, her family wearing Skims. Although the posts did not mention Skims in the captions, the brand was tagged in the images, which qualifies them as endorsements under FTC guidelines.
Skims argued that Mahomes’ posts did not explicitly reference Skims and were presented in a stylized fashion shoot making it likely that consumers would assume a paid partnership. However, NAD determined that the images, while polished, did not inherently signal sponsorship. Since tagging a brand alone does not constitute sufficient disclosure, NAD concluded that a clear and conspicuous material connection disclosure was necessary.
As a result, NAD recommended that Skims take reasonable steps to have Mahomes discontinue or modify the challenged posts to include an appropriate disclosure.
In its advertiser statement, Skims stated “As a supporter of voluntary industry self-regulation, Skims welcomes the opportunity to work with NAD in upholding high standards of truth and accuracy and appreciates NAD’s recognition of the steps Skims has taken to ensure its contracted influencers comply with the FTC Endorsement Guides.”
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. This press release shall not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
National Advertising Division Finds Verizon’s “The Network that Truly Prioritizes First Responders” Claim Supported
New York, NY – March 25, 2025 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division found Verizon Wireless Inc.’s advertising claim that its Frontline service is “the network that truly prioritizes first responders” is supported and does not convey a message of exclusivity.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
T-Mobile challenged two Verizon Frontline commercials, asserting they misleadingly suggest Verizon is the only network that prioritizes first responders. It argued that all three major carriers provide such services, including their own, which features advanced technology dedicated to first responders.
At issue for NAD was whether the claim “the network that truly prioritizes first responders” conveys an unsupported message that Verizon Frontline is the exclusive provider of this service.
NAD determined that in the context of the challenged advertising, the phrase “the network that truly prioritizes first responders” does not reasonably convey a message that Verizon Frontline is the exclusive network that prioritizes first responders while other networks do not.
In its advertiser statement, Verizon stated it is “pleased with the decision.”
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.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
Knowable Launches Revolutionary “Ask Knowable” AI Suite, Serving Elegant Answers Quickly and Securely
New AI contract assistant grounded in accurate, expertly mapped data seamlessly integrates with existing contract intelligence platform to provide elegant answers to everyday contracts questions.
New York, NY – March 25, 2025 – Knowable, a LexisNexis® company and leader in enterprise contract intelligence, proudly announces the commercial launch of “Ask Knowable”, an innovative AI suite designed to revolutionize how organizations interact with and understand their contracts. Seamlessly integrated with Knowable’s industry-leading contract management platform, Ask Knowable utilizes advanced natural language processing and generative AI to provide users with elegant, actionable insights from their executed agreements.
At the heart of Ask Knowable is an advanced AI assistant, expertly crafted to comprehend the complexities of contract language and structures of interconnected agreements. This AI capability, built on Knowable’s proprietary platform with 98% accuracy in contract data and family mapping, offers unparalleled visibility into contract terms, reducing the time needed to address day-to-day contract inquiries and enabling precise, contextual summaries across an organization’s entire contract portfolio.
Key features of the Ask Knowable suite include:
- AI Contract Search: Instantly locate contracts using conversational prompts without the need for complex filters or data modeling expertise.
- AI Contract Summaries: Quickly digest critical terms and obligations with AI-generated summaries of individual agreements and full contract families.
- AI Chat: Engage directly with advanced Generative AI for answers to specific questions, understanding the evolution of contract terms across interrelated agreements using Knowable’s proprietary family mapping.
“Contracts professionals spend too much time searching for answers when they should be focused on action,” said Nik Reed, CEO of Knowable. “With Ask Knowable, we are a delivering a solution that understands real-world contract management needs and enables teams to move beyond manual searches to making faster, more strategic decisions.”
Partnership with LexisNexis
The commercial launch of Ask Knowable comes just months after LexisNexis announced Protégé
, its personalized, private, trusted legal AI Assistant designed to support legal professionals in making informed decisions faster, generating outstanding work quality, and freeing up time to focus on efforts that drive economic value for their clients and organizations. Ask Knowable leverages Protégé’s safety, security, and Privacy by Design principles to ensure interactions are backed by state-of-the-art security and privacy technology to keep data and user information highly secure.
Having aided in Ask Knowable’s development feedback program through early previews, Julie Chapman, VP & Head of Legal, LexisNexis North America says “Knowable’s AI contract suite, built on advanced technology and a foundation of accurately structured contract data, is already helping our team get answers faster and with more confidence than ever before. With this release, their mission to bring order and organization to executed agreements is taking a massive step forward, and we’re very excited for the official launch!”
“Our team has already gained tremendous value from collaborating with the teams behind Protégé and Lexis+ AI,” said Nik Reed, CEO of Knowable. “We’re excited to keep working together to leverage the latest and best in AI and drive even greater advances in contract technology.”
Availability
Ask Knowable is now available as part of the Knowable Essentials subscription plans. Knowable is showcasing the Ask Knowable suite, including live demos highlighting its AI summarization and user-friendly capabilities, at the LegalWeek conference in New York City from March 24-27, 2025. Request an exclusive preview at www.askknowable.com.
About Knowable
Knowable is a leader in enterprise contract management, helping organizations maximize revenue, reduce risk, and enhance efficiency by transforming post-signature contracts into structured data. Many of the world’s largest companies rely on Knowable’s contract system of record to gain complete visibility into their agreements through the company’s unique combination of artificial intelligence, advanced analytics, and legal expertise. For more information, visit www.knowable.com.
Contact Information
Name: Clint Cannon
Email:
Job Title: Chief of Staff & Head of Marketing
Wheels Up Names rEvolution as Agency of Record for Brand Experiences
A strategic partnership to develop best-in-class experiences for Wheels Up fliers
Chicago, Ill., March 24, 2025 – rEvolution, a global leader in sports marketing, has been named the Agency of Record (AOR) for brand experiences by Wheels Up, one of the world’s leading private aviation companies. The partnership will focus on developing Wheels Down, a unique customer experience series designed to elevate the private aviation lifestyle. rEvolution, with its decades of experience in elevating brand touchpoints and customer engagement through strategic partnership strategies and best-in-class customer programs, will contribute to the overall Wheels Up brand experience strategy and activation, delivering curated events for members and charter customers. The 2025 schedule kicks off with the Wheels Down Clubhouse at the Masters in mid-April at Augusta National.
The partnership builds on Wheels Up’s recent announcement of key milestones in its fleet modernization strategy. This includes the addition of two Challenger 300 aircraft, expected to enter service in April, along with two Phenom 300 aircraft featuring refreshed livery and interiors. As part of this ongoing initiative, Wheels Up is also upgrading the interiors and livery of its remaining Phenom 300 fleet, reinforcing its commitment to strategic growth and delivering elevated, reliable experiences for its customers and members.
“Wheels Up continues to thrive not only as a leader in private aviation but as a premier lifestyle platform redefining the industry,” said John Rowady, CEO, rEvolution. “Our partnership is built on delivering unsurpassed customer experiences that will enhance brand awareness and engagement across the U.S., Europe, and beyond as Wheels Up continues its global expansion.”
“rEvolution has a proven track record in curating aspirational brand experiences that deeply resonate with our audiences,” Kristen Lauria, Chief Marketing Officer, Wheels Up. “As we usher in a new era of private aviation, we are confident that their expertise will play a key role in helping us achieve our vision.”
For more information on upcoming Wheels Down experiences, please visit wheelsup.com or contact:
Thomas Fry
VP, Communications
Thomas.Fry@wheelsup.com
About Wheels Up
Wheels Up is a leading provider of on-demand private aviation in the U.S. and one of the largest companies in the industry. Wheels Up offers a complete global aviation solution with a large and diverse fleet and a global network of safety vetted charter operators, all backed by an uncompromising commitment to safety and service. Customers can access charter and membership programs, as well as unique commercial travel benefits through a one-of-a-kind, strategic partnership with Delta Air Lines. Wheels Up also offers freight, safety and security solutions and managed services to individuals, industry, government and civil organizations.
Wheels Up is guided by the mission to deliver a premium solution for every customer journey. With the Wheels Up mobile app and website, members and customers have the digital convenience to search, book and fly. For more information, please visit: wheelsup.com.
About rEvolution
rEvolution is a global, independent and full-service sports marketing agency comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and rights holders throughout the sports industry. At scale, it is a one-of-a-kind agency connecting brands to fans that drive business performance. For more information, visit revolutionworld.com.
Media Contact at rEvolution:
Debbie Mazza
Dmazza@revolutionworld.com
(239) 220-6310
Contact Information
Name: Debbie Mazza
Email: Dmazza@revolutionworld.com
Job Title: Director, Integrated PR
National Advertising Division and Children’s Advertising Review Unit Find Bubble Beauty Safety Claims Supported; Recommend Efficacy Claims be Discontinued
New York, NY – March 24, 2025 – In a joint decision, BBB National Programs’ National Advertising Division (NAD) and Children’s Advertising Review Unit (CARU) found Bubble Beauty, Inc.’s express and implied claims that its cleansers, moisturizers, SPF products, and the serums found in Disney-branded product bundles are safe for users under 13 are supported.
However, NAD and CARU recommended Bubble discontinue express and implied claims that Bubble cleansers and moisturizers are effective on children under 13 years of age. Additionally, CARU recommended Bubble discontinue express and implied claims that serums found in the Disney product bundles are effective on children under 13.
Bubble is a skincare brand that provides affordable skincare products. NAD and CARU brought this inquiry jointly as Bubble’s social media posts and Disney-branded product bundles target both adults and young girls. CARU determined that Disney-branded Bubble Skincare product bundles are directed to children under age 13, falling under CARU’s jurisdiction.
Beauty advertising in the social space reaches tweens and teens at a time when their self-image is vulnerable and they are susceptible to pressure from peers, which reinforces NAD and CARU’s role in ensuring beauty brand claims are truthful and transparent.
NAD’s inquiry focused on Bubble’s social media advertisements that convey the message that Bubble cleansers, moisturizers, and SPF products have been tested on, and are both safe and effective for, young girls.
In support of its claims, Bubble provided a variety of independent reports and third-party testing and research. NAD found the evidence submitted supports the express and implied claim that Bubble’s cleansers, moisturizers, and SPF products are safe for users under 13.
However, NAD recommended Bubble discontinue the express and implied claim that Bubble cleansers and moisturizers are effective on children under 13 years of age, as it determined the evidence is not a good fit to support these challenged efficacy claims. NAD recognized that SPF claims are regulated by an FDA Monograph and acknowledged that Bubble can make SPF claims if they comply with the regulations.
CARU’s inquiry sought to determine if the packaging of limited-edition product bundles, featuring characters from the Disney Pixar film Inside Out 2, complies with CARU’s Self-Regulatory Guidelines for Children’s Advertising. At issue for CARU was whether claims made on the packaging could mislead children into believing that the products in the bundles are both safe and effective for them and whether the claims could misrepresent that the products in the bundles could perform in a manner that they cannot.
Relying on NAD’s findings regarding the safety and efficacy of Bubble’s cleansers and moisturizers, CARU reviewed safety and efficacy data for the serums found in the Disney-branded product bundles and found the safety claims supported, but recommended Bubble discontinue express and implied claims that the products found in the Disney-branded bundles are effective on children under 13 years of age.
In its advertiser statement, Bubble stated that although it “does not necessarily agree with all aspects of the NAD/CARU decision, Bubble will comply with NAD and CARU’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. This press release shall not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
LexisNexis Announces Legal Industry’s First Voice AI Assistant to Simplify Legal Workflows, Surface Insights, and Complete Legal Work Faster
LexisNexis Protégé in Lexis+ AI delivers advanced capabilities that help legal professionals work collaboratively with AI, be more productive, and amplify their strategic impact
NEW YORK, March 24, 2025, Legalweek Booth #2101 – LexisNexis® Legal & Professional is unveiling the legal industry’s first personalized voice AI assistant in LexisNexis Protégé
for completing complex legal work. Voice AI assistance and new advanced reasoning capabilities simplify AI use, allowing legal professionals in the U.S. to interact naturally with Protégé using spoken language instead of manually entering prompts to conduct legal work. The new, multi-modal experience provides customers with greater workflow flexibility, making it easier to deliver next-level legal work even faster and making their workday better.
“We want to make it increasingly effortless for our customers to collaborate with LexisNexis AI solutions to generate outstanding legal work,” said Sean Fitzpatrick, CEO of LexisNexis North America, UK, and Ireland. “With the launch of the legal industry’s first personalized AI voice assistant, we are drawing on our deep technology expertise to make the human-AI exchange more intuitive, productive, and beneficial to each individual customer for achieving better outcomes.”
Built with enterprise-grade security, compliance, and privacy, Protégé is a personalized AI assistant that seamlessly connects across the LexisNexis product ecosystem and can be grounded in customer data. This includes the Lexis+ AI® legal workflow solution and Lexis® Create+ for legal AI drafting in Microsoft Word.
Leveraging proprietary agentic and generative AI technology from LexisNexis, Protégé in Lexis+ AI offers customers:
- Voice-Enabled AI Experience for Streamlined Legal Workflows: Users can ask a legal question, initiate a drafting task, and request case law summarization using voice commands, seamlessly integrating speech input into AI-driven legal work.
- Advanced Reasoning for Higher-Quality Legal Answers: New agentic AI capabilities deliver the highest-quality work and enable deeper collaboration between AI and the legal professional. A Planner Agent dynamically breaks down extremely complex legal questions into several steps for more comprehensive responses, while an Interactive Agent will allow the user to modify the agent’s plan and choose the best course of action for highly tailored results. A Self-Reflection Agent self-evaluates and refines its work for superior document drafting.
- Context Expert Witness Analytics for Powerful Litigation Insights: A new pre-trial assessment lets litigators upload an expert witness deposition, and Protégé will deliver an AI-generated summary of the expert’s challenge record, experience and qualifications, litigation and testimony history, and more.
- Legal Prompt Suggestions for Ease of Use: Based on user-controlled customization options, expanded and new prompt suggestions ensure customers quickly get relevant insights without needing deep expertise in AI prompting.
- AI Analysis for Legal Search Results: Users can perform AI tasks on up to the top ten returned legal research case results and/or on individual cases. This offers an integrated, bridged experience by providing AI-powered assistance within Lexis+ search workflows.
All features are either available now or will be available to customers in the coming weeks.
Protégé capabilities are guided by the LexisNexis vision for every legal professional to have an AI assistant that is highly personalized, seamlessly integrated across the product ecosystem, and can be Document Management System (DMS)-enabled for a more customized experience.
The LexisNexis global technology platform seamlessly integrates each wave of AI innovation, including extractive AI, which finds relevant results within data and provides deep insights; generative AI, which excels at creating new content from data based on user-entered prompts; and agentic AI, which can intelligently and independently perform tasks on a user’s behalf.
For more information on LexisNexis Protégé and its capabilities, visit www.lexisnexis.com/protege or join us at Booth 2101 at Legalweek.
About LexisNexis AI Development
LexisNexis customer-driven AI innovation focuses on analytics and decision tools that solve complex problems and enhance value. The company responsibly develops safe AI solutions with human oversight, backed by advanced encryption and privacy technology. Its global technology platform seamlessly integrates extractive, generative, and agentic AI within a scalable, multi-cloud infrastructure to drive rapid innovation and continuously improve answer quality, accuracy, and speed. A proprietary Retrieval Augmented Generation (RAG) platform grounds large language model (LLM) answers in a comprehensive repository of trusted legal content and metadata, delivering high-quality answers and validated citations. Its multi-model approach selects the best AI model for each use case, and model fine-tuning ensures high performance of domain-specific, personalized LLMs, supported by partners AWS, Anthropic, Mistral, Microsoft, and OpenAI. The company employs over 2,000 technologists, data scientists, and experts to develop, test, and validate solutions in line with RELX Responsible AI Principles.
About LexisNexis Legal & Professional
LexisNexis® Legal & Professional provides legal, regulatory, and business information and analytics that help customers increase their productivity, improve decision-making, achieve better outcomes, and advance the rule of law around the world. As a digital pioneer, the company was the first to bring legal and business information online with its Lexis® and Nexis® services. LexisNexis Legal & Professional, which serves customers in more than 150 countries with 11,800 employees worldwide, is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.
Media Contact
Dana Greenstein
Director of Communications, North America & UK
LexisNexis Legal & Professional
212-448-2163
dana.greenstein@lexisnexis.com
Contact Information
Name: Dana Greenstein
Email: dana.greenstein@lexisnexis.com
Job Title: Director of Communications, North America & UK
DRIPBaR Voluntarily Discontinues Health Claims for ALA IV Drips Following National Advertising Division Inquiry
New York, NY – March 20, 2025 – As part of its marketplace monitoring program, BBB National Programs’ National Advertising Division investigated claims made by The DRIPBaR in online and social media advertising regarding the benefits and efficacy of its Alpha Lipoic Acid (ALA) IV drip treatments.
The National Advertising Division (NAD) examined whether advertising for ALA drips conveyed the message that ALA drips can help, treat, or mitigate the progression of serious diseases, including cancer, Alzheimer’s, and chronic liver disease.
During the inquiry, DRIPBar informed NAD that it had permanently discontinued all the challenged claims. The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, DRIPBaR stated it “thanks the NAD for the education it has provided and for its attention to this matter.”
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. This press release shall not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
National Advertising Division Finds T-Mobile’s Claim that it is the First and Only Wireless Provider to Partner with Starlink Supported
New York, NY – March 19, 2025 – In a Fast-Track SWIFT challenge brought by Verizon Communications Inc., BBB National Programs’ National Advertising Division found T-Mobile US, Inc.’s claim that it is the “first and only” U.S. wireless provider to keep consumers connected via satellite-powered text messaging in partnership with Starlink supported.
Fast-Track SWIFT is an expedited process by the National Advertising Division (NAD) for reviewing single-issue advertising cases. The challenged advertisement, stating “T-Mobile is the first and only U.S. wireless provider to keep you connected in places never thought possible with the world’s largest satellite-to-cell constellation in partnership with Starlink,” appeared on T-Mobile’s website and in a LinkedIn post.
Verizon argued T-Mobile’s advertising conveyed the message that it is the sole carrier providing satellite-enabled messaging services and that the reference to Starlink in the advertising does not sufficiently limit the exclusivity claim and that the service’s beta status indicates it is not widely available.
NAD determined that, in context, the “first and only” claim is limited to T-Mobile’s partnership with Starlink in offering satellite services.
NAD concluded that T-Mobile’s advertising reasonably conveys the message that it is the first and only U.S. wireless provider to partner with Starlink.
Regarding beta testing, NAD found that T-Mobile’s Starlink satellite-to-cell service is available to current T-Mobile subscribers and T-Mobile customers are using the T-Mobile Starlink service. Therefore, NAD concluded that T-Mobile’s advertising is supported.
In its advertiser statement, T-Mobile stated it “appreciates NAD’s recognition that its ‘first and only’ claim is supported.”
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.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
National Advertising Division Recommends DREO Limited Discontinue “#1 Brand” Claims for its Fans and Heaters
New York, NY – March 18, 2025 – In a Fast-Track SWIFT challenge filed by competitor Lasko Products, LLC, BBB National Programs’ National Advertising Division recommended that Hesung Innovation Corp./DREO Limited (DREO) discontinue its claims of being the “No. 1 Fan and Heater Brand in the United States.”
Fast-Track SWIFT is an expedited process by the National Advertising Division (NAD) for reviewing single-issue advertising cases.
Lasko and DREO are competitors in the household fan and heater market. Lasko challenged DREO’s “#1 Brand” claims, arguing they were misleading because they excluded sales from brick-and-mortar stores. The claims appeared across various platforms, including DREO’s website, news outlets, social media, retailer sites, and billboards.
Lasko submitted data from market research firm Circana, which accounts for online and brick-and-mortar sales. The data showed that Lasko held nearly 24% of the fan market and 22% of the heater market, compared to DREO’s 3.1% and 6.6%, respectively.
DREO defended its claim, stating it was narrowly defined and based on Stackline data for Amazon U.S. retail sales. The claim covered space heaters from January 2023 to December 2023 and fans from January 2022 to December 2023, with disclosures included in its advertising, including a disclosure stating that the claim is based on “Stackline data for Amazon U.S. Retail Sales of Space Heaters from Jan. 2023-Dec. 2023.”
NAD has long recognized that “#1 Brand” claims strongly influence consumers by conveying a message of market leadership and that a disclosure cannot contradict the primary message of an advertisement.
NAD determined DREO’s advertising conveyed a broad message that DREO fans and heaters are the #1 brand in total sales volume, regardless of the channel in which the products are sold. And, as the evidence in the record did not substantiate this claim, NAD recommended that DREO discontinue its “#1 Brand” claims for fans and heaters.
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.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
BBB National Programs’ Digital Advertising Accountability Program Issues New Compliance Guidance for Political Advertising
New York, NY – March 18, 2025 – BBB National Programs’ Digital Advertising Accountability Program (DAAP) has issued its new Compliance Guidance: How to Ensure Transparency in Political Advertising, to educate advertisers on the requirements for sponsorship transparency for online and mobile app political advertisements.
DAAP reviews political ads for non-compliance with the Digital Advertising Alliance’s (DAA) Political Advertising Principles, which mandate clear, meaningful, and prominent disclosure of the ad’s sponsor. The Compliance Guidance, which elaborates on those Principles, is designed to help political campaigns and their ad tech partners meet notice and disclosure requirements.
Key highlights of the Compliance Guidance include:
- Enhanced Notice Requirements: Political ads must include clear notice indicating they are political ads, using icons, symbols, or specific wording.
- Political Advertisement Notice: Details of who paid for the ad must be linked from the enhanced notice, including contact information and disclaimers required by law.
- Emerging Technologies: Special considerations for new advertising modalities, such as connected TV (CTV), to ensure transparency in all digital formats.
In its role as the data privacy watchdog for the DAA, DAAP monitors the marketplace for compliance with the DAA’s Self-Regulatory Principles, including the Political Advertising Principles. When it identifies non-compliance, DAAP reports its findings to the DAA and, when appropriate, government authorities.
Learn more about DAAP here. Access the Compliance Guidance here.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the Digital Advertising Accountability Program: The Digital Advertising Accountability Program (DAAP), a division of BBB National Programs, was developed by the Digital Advertising Alliance (DAA) to enforce industry self-regulation principles for data privacy in online and mobile advertising, holding companies accountable to the DAA’s Privacy Principles. DAAP provides guidance to companies looking to comply with industry principles and responds to complaints filed by consumers about online privacy.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations