Month: January 2026

New York, NY – January 12, 2026 – Following a challenge from Ahold Delhaize USA, BBB National Programs’ National Advertising Division recommended that Lidl US, LLC discontinue or modify certain grocery price comparison and “exact same basket” comparison claims.

Ahold and Lidl are grocery retailers. At issue for the National Advertising Division (NAD) were comparative savings claims in print and online advertising, including claims of 25–30% savings and statements that consumers could save specific dollar amounts when shopping at Lidl instead of Ahold’s local grocery brands, including Food Lion, Stop & Shop, and Giant Food.

Stale Pricing Claims 

At issue for NAD was whether Lidl’s price comparison claims of 25 – 30% savings or savings of a specific dollar amount were stale because the ads ran weeks or months after the comparisons were made. Because the evidence indicates that prices for at least some of the items had changed by the time the advertisements ran and that Ahold updates its prices weekly, NAD determined that seven days is a reasonable period of time for price comparison claims.

NAD found that Lidl’s disclosure of the date of comparison that appeared in the advertising was not sufficient to dispel the message that consumers could presently save 30% when shopping at Lidl. NAD also found that the disclosure was not always present and was sometimes in a small font and hard to read.

Therefore, NAD recommended that Lidl discontinue the challenged price comparison claims unless the substantiation is based on price checks within seven days of the comparative advertising and accompanied by a clear and conspicuous disclosure of the basis and date of the comparison.

Sale Pricing Claims

NAD also examined Lidl’s comparative pricing claims, which did not account for the discounted prices offered through Ahold’s free loyalty programs. The record showed that the majority of Ahold’s customers receive discounted prices under these programs, and even nonmembers regularly obtain the discounted prices in-store.

NAD concluded that the fact that Lidl’s comparisons did not take loyalty discounts into account is material information that should be disclosed to reduce ambiguity and prevent consumer confusion. Therefore, NAD recommended that Lidl disclose whether the comparison is to the base price or to the discounted loyalty price.

Exact Same Basket Comparison Claims

NAD also examined Lidl’s claims that consumers could save on the “exact same basket.” NAD found that the phrase “exact same basket” expressly communicates that the items being compared are more than merely similar – they are the exact same – and determined consumers would not expect the “exact same” basket to contain items of different brands, quantities, or other material characteristics.

Therefore, NAD recommended that Lidl discontinue its “exact same basket” claims.

In its advertiser statement, Lidl stated they would “implement the National Advertising Division’s recommendations in this matter on a going forward basis as part of the voluntary self-regulatory process.”

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 20 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 fair competition 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 create fair competition for business.  

New York, NY – January 8, 2026 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division reviewed advertising claims made by T‑Mobile US, Inc. for its Wireless Communication Services plans and T‑Satellite service, finding that certain claims related to price increases were supported, while recommending that other price‑hike, satellite coverage, and added value claims be modified or discontinued. T-Mobile will appeal the National Advertising Division’s (NAD) decision regarding the challenged claims.

AT&T and T-Mobile are competitors in the wireless telecommunications industry. At issue for NAD was advertising by T-Mobile promoting its new “Experience More” and “Experience Beyond” rate plans that highlighted plan features, the value of features and benefits in its Experience Beyond plan, plan savings versus competitors, and the frequency of its price increases compared to competitors.

Price Hike Claims

In an eight-minute promotional video, T-Mobile claimed that “AT&T and Verizon have announced price increase over price increase a combined ten times in the past two years.” The language “10 price hikes in two years” appeared on the screen under the logos for AT&T and Verizon.

NAD found that the record showed that AT&T did not institute ten price increases and that AT&T and Verizon customers did not together experience ten price increases in the past two years. Accordingly, NAD recommended that T-Mobile discontinue the challenged “10 price hikes” claims.

Because T-Mobile customers experienced at most one price increase during the relevant time period, NAD found that T-Mobile’s claim that it had only one price increase on its talk, text, and data plans in the last ten years was supported.

Satellite Claims

At issue for NAD were claims made in a promotional video and in a T-Mobile press release that “If customers can see the sky, they’re connected [to T‑Satellite]” and “No matter where you are, you will never miss a moment,” as well as implied claims that T‑Satellite provides 100% coverage everywhere or everywhere the sky is visible.

NAD determined that these claims communicated universal coverage and cannot be properly qualified with a disclosure. Accordingly, NAD recommended that T-Mobile discontinue the two express claims and modify its advertising to avoid conveying the implied universal coverage messages.

Added Value Claims

AT&T challenged certain claims related to T-Mobile’s advertising that its “Experience Beyond” plan offers $200 of added value per line and $600 extra value for a family of three.  

NAD determined that T-Mobile provided support for its $200 of added value claims, but that the claims did not adequately communicate the basis of the “bargain” that T-Mobile is offering to consumers. NAD determined that T-Mobile did not have a reasonable basis for its $600 of extra value for a family of three claims. NAD recommended that T-Mobile discontinue or modify these claims so that they are genuine, truthful, enumerate the benefits in the main claim or a clear disclosure, and provide consumers with material information about how individual benefits are valued.

Claims that Families Can Save 20%

During the proceeding, T-Mobile informed NAD that it would permanently discontinue certain “families can save 20%” claims. 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 T-Mobile agreed to comply.

In its advertiser statement, T-Mobile stated while, “it appreciates NAD’s role in preserving the integrity of self-regulation, it respectfully disagrees with and will appeal NAD’s 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 20 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 fair competition 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 create fair competition for business.  

• The new Michelin Wild Enduro and Michelin E-Wild Performance Line tires are designed for performance-oriented riding.
• Derived from their Michelin Racing Line counterparts, the new Performance Line tires deliver an excellent balance between performance, grip, robustness and durability.
• The Michelin Wild Enduro and Michelin E-Wild Performance Line tires are now available.

GREENVILLE, S.C. January 7, 2026 — Michelin expands its Mountain Bike tire product portfolio with two new tire ranges for enduro enthusiasts. The Michelin Wild Enduro and E-Wild Performance Line tires are now available in the U.S. and Canada.

“Michelin’s history with cycling for more than 130 years is defined by innovations that continuously shape the future of the sport,” said Brandon Chapel, bicycle brand manager at Michelin North America, Inc. “The new Performance Line tires apply Michelin’s expertise from our global racing DNA and relationships with professional teams to create well-balanced tires that meet the demands of everyday riding.”

Michelin Wild Enduro Performance Line

The Michelin Wild Enduro Performance Line tires were designed for riders looking for the right balance of performance, comfort and reliability. A double ply 33 TPI casing delivers a more gradual rebound and creates a composed ride feel.

A bead-to-bead shield helps protect the sidewalls and provides a high level of overall durability. Pinch Protection technology is designed to limit pinch flats and sidewall tears for added reliability over a variety of terrains.

Magi-X and Gum-X compounds work together to optimize rolling efficiency while maximizing cornering grip when descending. This bi-compound technology offers balance between rolling efficiency, durability and grip, enabling riders to push the limits of themselves and their equipment.

The Wild Enduro Performance Line tires are available in a range of sizes for riders using both 29” and 27.5″ tires, with options for Mixed-Soft (MS), Mixed-Hard (MH) and Rear applications.

Michelin E-Wild Performance Line

The Michelin E-Wild Performance Line tires respond to the unique demands of E-Mountain Bikes where riders will benefit from a tire that has been designed and optimized for everyday riding. The new Performance Line tires apply Michelin’s expertise from its E-Wild Racing Line tires to create a well-balanced tire.

The bi-compound tread plays a key role in balancing grip, rolling efficiency and tire longevity with Michelin Gum-X and Michelin Magi-X technology. Anti-pinch and anti-puncture protection helps to provide full-tire durability, while low-pressure reinforcements allow riders to optimize air pressure to maximize grip.

The Michelin E-Wild Performance Line tires are available in a range of sizes for riders using both 29” and 27.5″ tires in front and rear applications. To learn more, visit michelinman.com/bicycle.

About Michelin North America, Inc.:

Michelin is building a world-leading manufacturer of life-changing composites and experiences. Pioneering engineered materials for more than 130 years, Michelin is uniquely positioned to make decisive contributions to human progress and to a more sustainable world. Drawing on its deep know-how in polymer composites, Michelin is constantly innovating to manufacture high-quality tires and components for critical applications in demanding fields as varied as mobility, construction, aeronautics, low-carbon energies and healthcare. The care placed in its products and deep customer knowledge inspire Michelin to offer the finest experiences. This spans from providing data- and AI-based connected solutions for professional fleets to recommending outstanding restaurants and hotels curated by the MICHELIN Guide. Headquartered in Greenville, S.C., Michelin North America, Inc. has approximately 23,500 employees and operates 36 production facilities in the United States (michelinman.com) and Canada (michelin.ca).

New York, NY – January 5, 2025 – Following a challenge initiated as part of its routine monitoring program, BBB National Programs’ National Advertising Division reviewed performance claims and testimonials featured in advertising for U Beauty’s Resurfacing Flash Peel.

U Beauty’s mailer and social media included claims and testimonials regarding professional-level results at home in as few as five minutes, clinical-grade exfoliation, and visibly brighter, smoother skin with smaller-looking pores after only one use.

During the inquiry, U Beauty informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims. 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 the advertiser agreed to comply.

In its advertiser statement, U Beauty stated, “it has agreed to comply with NAD’s recommendation.”

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 20 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 fair competition 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 create fair competition for business.