National Advertising Division Will Refer Rascals to the Federal Trade Commission for Failure to Comply with Compliance Inquiry Recommendation

New York, NY – December 1, 2025 – Following a compliance review stemming from a prior decision (Case #7376) and concerns submitted by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division will refer Rascals International Limited to the Federal Trade Commission (FTC) for failure to comply with the National Advertising Division’s (NAD) recommendation in the underlying case.

At issue for NAD were claims regarding leak protection, customer satisfaction, and consumer reviews for Rascals brand diapers. In August 2025, P&G raised concerns about ongoing noncompliant claims appearing on Rascals’ website, and NAD requested that Rascals provide an update on its compliance efforts.

In the underlying case, NAD recommended that the claims “Parents are Happier with Rascals” and “210,000+ 5-star reviews of Rascals Products” * “Based on all reviews of Rascals diapers, training pants and wipes across websites globally, including incentivized and organic reviews” be discontinued or modified to reflect sound and credible counts of its 5-star reviews. Rascals agreed to comply with NAD’s recommendations.

NAD also noted that Rascals had agreed to permanently discontinue the claim “12 hours of advanced leak protection” and based on that representation, NAD did not review that claim on the merits.

12 Hours of Advanced Leak Protection

In general, NAD’s compliance review extends to the same or substantially similar claims to those originally challenged but does not apply to new claims. Rascals revised its leak protection claim to say “up to 12 hours of protection,” arguing that this “new” claim was not appropriate for a compliance review. NAD determined that the up to claim is in fact substantially similar to the original claim “12 hours of advanced leak protection” and therefore recommended that it be discontinued.

Parents Are Happier with Rascals

The “Parents are Happier with Rascals” appeared on Rascals’ website for five months after the initial case concluded. Website claims, particularly those on a company’s own website, can be modified more expeditiously than claims in other formats, and priority should be given to those claims among all claims that should be discontinued. Rascals indicated that the challenged claim no longer appears on the website.

“210,000 5-Star Reviews Globally”

Rascals stated that it conducted an audit and re-evaluation of its 5-star reviews and revised its “210,000+ 5-star reviews of Rascals Products” claim based on the result of its audit. NAD found the revised claim, “210,000 5-Star Reviews Globally,” to be substantially similar to the challenged claim and recommended that it be discontinued or modified to reflect sound and credible counts of its 5-star reviews.

The revised associated disclosure, “Based on all reviews of Rascals diapers, training pants and wipes across websites globally, including incentivized and organic reviews,” appears immediately adjacent to the claim. However, NAD determined that while the revised disclosure is clear and conspicuous on the Rascals website, it is neither clear nor conspicuous when appearing in the product listing, where it appears via a small, hyperlinked footnote in a block of disclosures. NAD recommended that any disclosures be clearly and conspicuously displayed on the same page and immediately adjacent to the claim they modify.

Rascals refused to comply with NAD’s recommendation concerning the “up to 12 hours of protection” claim. Consequently, NAD will refer the matter to the FTC and to the platforms on which the advertising appeared and with which NAD has a reporting relationship.

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.