New York, NY – March 11, 2025 – A panel of BBB National Programs’ National Advertising Review Board, the appellate advertising body of BBB National Programs, recommended that James Hardie Building Products, Inc. modify or discontinue advertising related to its fiber cement home siding.
In the underlying National Advertising Division (NAD) case (#7338), competitor Louisiana-Pacific Corporation (LP) challenged James Hardie’s advertising claims about the fire- and water-resistant properties of its fiber cement siding.
Product Combustibility Demonstration Video
The NARB panel found that while a James Hardie demonstration video is a valid demonstration of the various sidings’ combustibility when exposed to a blowtorch flame, it also implied the unsupported messages that James Hardie siding will “protect a consumer’s home from fire damage caused by external fires” or necessarily reduce the risk of fire damage to a home from external fires. Therefore, the panel recommended discontinuing or modifying the video to clarify that non-combustible siding is just one of several elements that in combination may help protect a home from fire damage caused by external fires.
California Wildfire Videos
The NARB panel found two testimonial videos featuring survivors of California wildfires who credited James Hardie siding with saving their homes to be misleading, as James Hardie did not provide a causal link between the survival of the homes and the use of Hardie siding. Therefore, the panel recommended James Hardie discontinue these videos and any related print advertisements.
Water Resistant Product Demonstration and Claims
James Hardie’s water resistance demonstration compared its siding to LP siding by submerging both in water for six months. The NARB panel found this demonstration misleading because it did not represent real-world conditions and failed to properly prepare the LP siding as required for installation. Therefore, the panel recommended discontinuing the water block demonstration and the related claims, including that the LP siding “absorbs water” and is “more susceptible to swelling, buckling and edge checking.”
In its advertiser statement, James Hardie stated that although it “respectfully disagrees with other parts of NARB’s decision,” it “agrees to comply with the panel’s recommendations.”
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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 Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
