New York, NY – March 6, 2025 – In a challenge brought by competitor Earth Breeze Inc., BBB National Programs’ National Advertising Division recommended that Clean People LLC discontinue certain “Made in USA” claims and an implied cleaning superiority claim for its Clean People Laundry Detergent Sheets.
Clean People also voluntarily discontinued certain environmental, “Made in USA,” and comparative claims as well as claims Earth Breeze challenged as disparaging. The National Advertising Division (NAD) determined, however, that Clean People had a reasonable basis for its “Made in Canada” claim for its Clean People Laundry Detergent Sheets.
Implied Cleaning Superiority Claim
NAD determined that a social media post, which included an open comparison of performance attributes, may reasonably convey a message of implied cleaning superiority.
As Clean People did not provide evidence of its products’ comparative performance, NAD recommended that it discontinue the implied claim that the product performs better than competitive products, including Earth Breeze and traditional liquid laundry detergents.
Country-of-Origin Claims
As Clean People did not submit any evidence that the products are of U.S. origin, in whole or in part, NAD recommended that it discontinue the express “Made in the USA” claim and the implied claim that the products are entirely made in the U.S. or at a minimum, have a significant amount of U.S. content or U.S. processing.
NAD determined that Clean People had a reasonable basis for its “Made in Canada” claim because both the detergent sheets and their packaging are supplied by Canadian manufacturers who make those components in Canada and the suppliers meet major retailers’ standards for making that claim.
Endorsements & Consumer Review Practices
Earth Breeze took issue with Clean People’s consumer reviews posted on their website and alleged that Clean People made unsupported disparaging claims in social media, blogs, and Facebook pages linking to those blogs.
Based on Clean People’s representations that it had permanently discontinued or modified its endorsement and consumer review practices, as raised in the challenge, NAD did not review those practices on the merits and will treat them, for compliance purposes, as though NAD recommended they be modified or discontinued.
During the proceeding, Clean People voluntarily agreed to permanently discontinue certain express claims relating to Clean People’s ingredients, as well as certain implied comparative safety and cleaning efficacy claims. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Clean People stated that it would 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. 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.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
