New York, NY – August 15, 2023 – The National Advertising Division (NAD) of BBB National Programs determined that the Mohawk Industries Inc.’s “Authentic imprint of Hardwood” claim for its RevWood laminate flooring product line was not misleading. However, NAD recommended that Mohawk discontinue the claims:
The claims at issue were challenged by the Decorative Hardwoods Association, which represents the hardwood plywood, hardwood veneer, and engineered hardwood flooring industries.
“Authentic Imprint of Hardwood”
NAD concluded that Mohawk’s “Authentic imprint of Hardwood” claim was not misleading because the message conveyed is that RevWood products offer a similar texture to real hardwood. Notably, NAD found that this message is reinforced by images and disclosures appearing near the claim.
“Wood Without Compromise”
NAD found that in the context of Mohawk’s advertising, consumers may take away the misleading message that RevWood is wood flooring from the slogan “Wood Without Compromise.” However, RevWood is a laminate flooring product that mimics the appearance and texture of wood. Further, although some advertising discloses that “RevWood combines the beauty of hardwood with the toughness of laminate,” NAD determined that these disclosures do not prevent the claim from being misleading because they contradict the claim.
For these reasons, NAD recommended that Mohawk discontinue using the slogan “Wood Without Compromise.”
“The Perfect Wood for Your Home”
NAD determined that one message reasonably conveyed by Mohawk’s use of “The Perfect Wood for Your Home” claim in the challenged advertising is that RevWood is wood. NAD noted that disclosures stating that RevWood products are laminates appear on the website in several sections far from the main claim and contradict the main claim. Therefore, NAD recommended Mohawk discontinue the claim to avoid conveying the message that RevWood is wood.
In its advertiser statement, Mohawk stated that it will appeal NAD’s decision regarding “Wood Without Compromise” because it believes “NAD did not give proper weight to the context within which the slogan is used, which prominently identifies the product as laminate wood, or to the substantial care consumers take in purchasing flooring products, both of which dispel any realistic potential for consumer confusion.” Mohawk also believes NAD did not give proper weight to evidence that “the product name is ‘laminate wood flooring’” and that “there is no evidence that even a single consumer has been confused…despite the fact that we have made prominent use of the slogan for more than five years.”
Appeals of NAD decisions are made to BBB National Programs’ National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs.
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.
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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.
Name: Jennie Rosenberg
Email:jrosenberg@bbbnp.org
Job Title: Media Relations
