New York, NY – January 6, 2024 – As part of its routine monitoring process, BBB National Programs’ National Advertising Division recommended Solawave Inc. d/b/a Solawave discontinue certain express and implied claims for its SolaWave Advanced Skincare Wand.
The National Advertising Division’s (NAD) inquiry focused on claims representing the product’s dramatic performance benefits. After receiving NAD’s inquiry, Solawave modified the challenged claims to include a disclosure that said, “based on a 30-day consumer perception study on 60 people, ranging from 25 to 60.” NAD reviewed the claims as modified.
To support the challenged claims, Solawave submitted results of a 30-day in-home use test (IHUT), designed to evaluate the effectiveness of its Advanced Skincare Wand, as well as user-submitted before and after photos demonstrating its efficacy.
NAD determined that the IHUT’s methodological flaws, including the lack of a washout period and that participants could continue using anti-aging products during the study, rendered it insufficiently reliable to support the modified claims.
The IHUT’s subjective user evaluations are insufficient to support the challenged objective performance claims. NAD accordingly recommended that the challenged claims “smooth fine lines,” “fade blemishes,” “increase firmness,” “decrease puffiness,” and “boost skin’s glow,” together with claims touting the percentage of users who observed the results, be discontinued.
Regarding the “before” and “after” photos, NAD concluded that the use of the consumer-submitted photographs to depict measurable improvements over the 30-day period were not sufficiently reliable to depict measurable improvements and may overstate what consumers can reasonably expect to achieve when using the product. NAD recommended that the challenged “before” and “after” photographs be discontinued.
During the proceeding, Solawave informed NAD that it voluntarily discontinued certain challenged claims. These claims will be treated, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Solawave stated that although it “disagrees with NAD’s decision,” and “maintains that [its] study…substantiates its product claims,” it will “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 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 (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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
National Advertising Division Recommends Oral Essentials Discontinue “Certified Non-Toxic” Claim for its Lumineux Mouthwash
New York, NY – December 30, 2024 – In a Fast-Track SWIFT challenge brought by GuruNanda, LLC, BBB National Programs’ National Advertising Division recommended that Oral Essentials, Inc. discontinue its claim that Lumineux mouthwash products are “Certified Non-Toxic.”
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Oral Essentials and GuruNanda compete in the mouthwash category of the oral health market.
Oral Essentials’ Lumineux mouthwash label on the front of the packaging states it is “Certified Non-Toxic,” and a logo stating “MADE SAFE” appears on the back of the packaging. In support of the “Certified Non-Toxic” claim, Oral Essentials submitted two cytotoxicity studies (one for its sensitivity mouthwash and one for its whitening mouthwash) and a certification statement from MADE SAFE, a third-party certification program that verifies ingredient safety and non-toxicity. Oral Essentials mouthwashes were certified by MADE SAFE at the time of manufacture.
Strong evidence is needed for non-toxic claims due to potential health and environmental risks as well as the potential for consumers to misuse the product or take away a broader message about the product’s safety that is not supported by the claim.
NAD found Oral Essentials’ cytotoxicity studies did not support the challenged claims as such studies do not reflect the real-world effects on humans and only address one form of toxicity. Additionally, the study formulations contained one less ingredient and differed from the current product ingredients.
Further, NAD found that the MADE SAFE certification did not support the challenged claim because it was unclear from the record what real-world considerations the certification process took into account, and because the certification expired in October 2024.
Therefore, NAD concluded that Oral Essentials did not support its “Certified Non-Toxic” claim and recommended that the claim be discontinued. Nothing in this decision prevents Oral Essentials from making qualified “non-toxic” claims that clearly and conspicuously disclose the nature of health risks from product misuse.
In its advertiser statement Oral Essentials stated that it will “follow NAD’s recommendations and is completing annual review of its MADE SAFE certification.”
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 (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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
Direct Selling Self-Regulatory Council Refers Olive Tree Earnings Claims to the FTC and California AG for Possible Enforcement Action
McLean, VA – December 20, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs has referred direct selling company Olive Tree People, Inc. to the Federal Trade Commission (FTC) and the California Attorney General’s Office for possible enforcement action. The referral comes after Olive Tree failed to respond to a DSSRC inquiry into earnings claims made on social media by its salesforce members.
DSSRC is an independent national advertising self-regulation program that monitors advertising and marketing claims in the direct selling industry. Olive Tree is a direct selling company that markets a range of natural beauty and wellness products.
The earnings claims at issue in this case include, but are not limited to:
Earnings Claims
- “financial freedom, incredible incentives”
- “
Every sale is Income-side income to full-time income (25-35% commission plus bonuses-weekly and monthly pay)” - “Whether as an additional stream of income
or you want to make this your full time source of income 
the possibilities are endless and available to you!” - “And here’s the deal, my financial freedom is going to look different than your financial freedom. I don’t need millions of dollars to be financially free. I don’t need the fanciest car and the biggest house and the newest things to feel financially free. Financially free for me getting to spend more time with my husband, it means getting to take worldly adventures with my children, it means getting to nourish my family without having to check the bank account first.”
- “I’m so excited and blessed to be a part of this amazing company! In just one month, I earned a trip to Austin, and I truly appreciate all the trust and support from everyone.”
- “In my one year here I have easily earned over 3X the amount I ever earned in all my combined years at my last company
and my team is consistently putting up numbers I only ever dreamed about.”
DSSRC determined that these posts expressly and inaccurately claim that Olive Tree salesforce members can earn significant income, replace previously earned income, achieve financial freedom, and earn free trips.
After multiple attempts, Olive Tree has failed to respond to DSSRC’s inquiry to provide substantiation for the challenged claims. Pursuant to DSSRC Policies and Procedures, Olive Tree has now been referred to the FTC and the California AG Office for possible enforcement action.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.
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 Direct Selling Self-Regulatory Council: The Direct Selling Self-Regulatory Council (DSSRC), a division of BBB National Programs, provides independent, impartial monitoring, dispute resolution, and enforcement of false product claims and income representations made by direct selling companies and their salesforce members across digital platforms. The DSSRC seeks to establish high standards of integrity and business ethics for all direct selling companies in the marketplace.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
Children’s Advertising Review Unit Recommends JustPlay Discontinue or Modify Daisy the Yoga Goat Claims
New York, NY – December 19, 2024 – The Children’s Advertising Review Unit (CARU), a division of BBB National Programs, launched an investigation into advertising for Just Play, LLC’s furReal Daisy the Yoga Goat. The investigation, prompted by CARU’s routine monitoring activities, seeks to determine if the toy’s product packaging and commercial advertisements comply with CARU’s Self-Regulatory Guidelines for Children’s Advertising.
The Daisy the Yoga Goat toy is a goat plushie with, “super-soft plush gray fur, sparkly green eyes, a cute green head wrap, and lots of personality. The toy goat, “moves her head, swishes her tail, drinks from her play water bottle, and does downward dog and bird yoga poses.”
Of concern to CARU are claims made on the toy’s product packaging and in a 15 second commercial that may:
- Mislead children about what is included in the purchase of Daisy the Yoga Goat.
- Fail to make clear how to activate Daisy the Yoga Goat and use it as shown.
- Mislead children about Daisy the Yoga Goat’s features.
- Misrepresent that Daisy the Yoga Goat could perform in a manner that it cannot.
The CARU Guidelines provide that advertisements should not mislead children about what is included in the initial purchase, including clear disclosure about products shown in an ad that must be purchased separately.
CARU’s Guidelines also require that all material disclosures should be understandable to the children in the intended audience, taking into account their limited vocabularies and level of language skills, and should be easily noticeable and prominent so children are likely to see, hear, and understand them.
One reasonable takeaway message from the visual and audio elements of the advertising is that Daisy the Yoga Goat comes with a yoga mat and a water bottle. A second reasonable takeaway message is that Daisy the Yoga Goat’s movement and reactions are automatic.
CARU did not observe a visual or audio disclosure to make it clear to children that the yoga mat depicted in the advertising and product packaging is not included and determined that the advertisement misleads children about what is included in connection with the initial product purchase.
CARU also observed that the advertisement did not demonstrate how to activate Daisy the Yoga Goat. The advertising features a variety of Daisy the Yoga Goat’s sounds and reactions and shows an arrow that says, “Try Me” pointing towards the pink tag on Daisy the Yoga Goat’s back, which also says, “Try Me.”
The CARU Guidelines require that advertisers demonstrate the performance and use of a product in a way that can be duplicated by a child for whom the product is intended. Throughout the ad, Daisy the Yoga Goat’s movement and reactions are depicted as actions Daisy can independently perform when in reality they need to pet Daisy’s back to recreate scenes from the advertisement.
CARU determined that the advertisement created the misleading impression that the product can perform in a manner that it cannot.
In response to CARU’s recommendations, Just Play promptly removed the original FurReal Daisy the Yoga Goat ad wherever possible and reshot the ad to address CARU’s concerns, including:
- Adding a new segment that both shows and tells the consumer that Daisy needs to be touched to be activated.
- Adding a disclaimer that the yoga mat is not included.
- Ensured that the goat yoga mat is not shown in any of the new segments.
- Added the following verbal disclaimer: ‘yoga mat not included.’”
In its advertiser’s statement, Just Play stated that it “believes the revised advertisement better communicates to consumers how the product functions and what accessories they will receive with purchase.”
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.
About Children’s Advertising Review Unit: The Children’s Advertising Review Unit (CARU), a division of BBB National Programs and the nation’s first Safe Harbor Program under the Children’s Online Privacy Protection Act (COPPA), helps companies comply with laws and guidelines that protect children from deceptive or inappropriate advertising and ensure that, in an online environment, children’s data is collected and handled responsibly. When advertising or data collection practices are misleading, inappropriate, or inconsistent with laws and guidelines, CARU seeks change through the voluntary cooperation of companies and where relevant, enforcement action.
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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
In National Advertising Division Fast-Track SWIFT Challenge, Oral Essentials Voluntarily Modifies “Made in USA” Claims
New York, NY – December 19, 2024 – In a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge, Oral Essentials, Inc. agreed to permanently modify its claim that certain Oral Essentials oral healthcare products are “Made in USA.”
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). GuruNanda and Oral Essentials are competitors in the oral care market.
GuruNanda challenged Oral Essentials’ claim that its Lumineux products, including its mouthwashes and toothpastes, were marketed as “Made in USA” across packaging, online, and other marketing materials when the products include ingredients that come from outside the United States.
The Federal Trade Commission’s (FTC) standard for “Made in USA” claims requires that the product and its ingredients or components be “all or virtually all” made and sourced in the U.S.
Oral Essentials stated that it would permanently discontinue the “Made in USA” claim on its products and modify the claim to “Made in USA with US and globally sourced ingredients,” which NAD found to be consistent with the FTC’s Made in USA standard. NAD will treat the permanently discontinued claim, for compliance purposes, as though NAD recommended it be discontinued.
In its advertiser statement, Oral Essentials stated they “appreciate NAD finding the modified claim is consistent with FTC’s Made in USA Standard.”
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 (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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
National Advertising Division Recommends Zuru Modify or Discontinue Certain Claims for its Rascals and Millie Moon Diapers
New York, NY – December 18, 2024 – In a challenge brought by Kimberly-Clark Corporation, BBB National Programs’ National Advertising Division recommended Zuru Edge Limited modify or discontinue certain claims for its Rascals and Millie Moon diaper products.
Kimberly-Clark is the maker of Huggies diapers, and Zuru, a division of the Zuru Group, makes Rascals and Millie Moon diapers. The National Advertising Division (NAD) examined express and implied claims made by Zuru, including the claims “Our #1 Absorbing Diaper,” “World’s Softest Diaper,” and claims made in a series of video demonstrations on social media.
“5 Cups Water” Demonstrations
The “5 Cups Water” demonstrations appeared on TikTok, Instagram, and YouTube and feature influencer moms demonstrating Zuru diapers absorbing five cups of clear or colored water without leaking. A longer version of the video compares the absorption capacity of Zuru diapers to competing brands. NAD determined that the demonstrations were not consumer-relevant because water is not an appropriate proxy for urine and as a result, the demonstrations exaggerated the absorption capabilities of Zuru’s diapers.
Additionally, because the videos tie the demonstrations to the performance consumers can expect in the real world, NAD determined that one message reasonably conveyed by the videos is that Zuru diapers can hold five cups of urine – a message that Zuru’s testing did not support.
NAD therefore recommended that both the monadic and comparative “5 cups water” demonstrations be discontinued, along with the express claim “Holds up to 5 cups of water…unlike other diapers.”
“Our #1 Absorbing Diaper” Claim
The claim “Our #1 absorbing diaper” appears on product packaging for Rascals diapers with a disclosure on the back of the package that reads “Compared to Rascals Product Range.”
NAD determined that the comparison to Rascals product range was misleading because Rascals makes only one diaper. Rascals and Millie Moon diapers are separately branded products, sold in separate outlets, and the packaging does not feature the Zuru name.
NAD further determined that Zuru’s evidence could not support a self-referential claim that Rascals diapers are more absorbent than Zuru’s Millie Moon diapers and recommended that the “Our #1 absorbing diaper” claim be discontinued.
“No Blowouts”/”Goodbye to Blowouts” Claims
The “No blowouts”/ “Goodbye to Blowouts” claims appear in one of the “5 Cups Water”
demonstrations on social media. NAD found that in context the claims reasonably convey the message that Rascals diapers have eliminated the problem of blowouts, a message not supported by Zuru’s testing.
NAD therefore recommended that the claims be discontinued.
“World’s Softest Diaper” Claim
Kimberly-Clark also challenged the superiority claim “world’s softest diaper” that appears in a product demonstration video of Zuru’s Millie Moon diapers and in an article sponsored by Zuru in the blog Motherly. Zuru provided no evidence as to which diapers from each brand is a leader in the global market or that it tested the “softest” diaper in each company’s line of diapers.
NAD therefore recommended that Zuru discontinue the claim that Millie Moon was the “world’s softest diaper.”
Social Media Disclosures
NAD reviewed an influencer post on social media regarding receipt of a Rascals gift box (the “Gift Box for Baby Carlson” post) and determined that the post does not make clear that the influencer is a collaborator with the brand.
NAD therefore recommended that this post be modified to make clear the material connection between Rascals and the influencer.
During the proceeding, Zuru agreed to permanently discontinue certain challenged claims. NAD will treat those claims, for compliance purposes, as if NAD recommended that they be discontinued.
In its advertiser statement, Zuru stated that while it “respectfully disagrees with NAD’s conclusions regarding the challenged claims,” it will “consider NAD’s recommendations for future advertising of Rascals and Millie Moon diapers.”
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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
In National Advertising Division Fast-Track SWIFT Challenge Kreyol Essence Voluntarily Discontinues Challenged Influencer Advertising
New York, NY – December 17, 2024 – In a Fast-Track SWIFT challenge brought by Mielle Organics, LLC (a subsidiary of The Procter & Gamble Company), BBB National Programs’ National Advertising Division determined that Kreyol Essence, LLC failed to properly disclose a material connection to an influencer. Kreyol Essence voluntarily asked the influencer to remove certain posts that did not disclose her financial relationship with Kreyol Essence.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Mielle and Kreyol Essence are competitors in the beauty and personal care market.
The issue for NAD was whether Laura Benoit, a hair influencer promoting Kreyol Essence products on social media platforms, including TikTok, Facebook, and YouTube, failed to disclose her financial relationship and material connection with the brand clearly and conspicuously.
Although Kreyol Essence had already made efforts to remove the challenged claims before the filing of the challenge, NAD found that the challenged advertising continued to appear in the marketplace after the challenge was filed.
During the inquiry, Kreyol Essence notified NAD that it had voluntarily discontinued all challenged advertising. For compliance purposes, NAD will consider the discontinued claims as though they were recommended for discontinuation by NAD.
In its advertiser statement, Kreyol Essence stated that it will 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 (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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
BBB National Programs Board of Directors Elects New Board Vice Chair and Re-Elects Five Board Members
McLean, VA – December 16, 2024 – The Board of Directors of BBB National Programs, an independent nonprofit organization overseeing more than a dozen industry self-regulation, accountability, and dispute resolution programs, today announced the election of a new Board Vice Chair and the reelection of five board members for the 2024–2027 term. BBB National Programs is the home of industry self-regulation in the U.S.
David Hubbard, Vice President and Deputy General Counsel at Verizon, will continue serving as Board Chair, while Jocelyn Hunter, Vice President and Deputy General Counsel at Home Depot, has been elected as the new Board Vice Chair.
“We are thrilled that Jocelyn Hunter will be assuming this new leadership role on BBB National Programs’ Board of Directors,” said Eric D. Reicin, President and CEO of BBB National Programs and a Board Member. “Jocelyn’s expertise and insights will advance our mission to be the place where businesses go to enhance consumer trust and consumers are heard, and she will continue to serve as a vital contributor to the growth and impact of independent industry self-regulation initiatives.”
The five re-elected Board Members for the 2024-2027 term are:
- David Hubbard – (Board Chair) Vice President & Deputy General Counsel, Verizon
- Mary Sophos – Former EVP for Policy & Strategic Planning, Grocery Manufacturers Association
- Joe Stegbauer – Senior Vice President & General Counsel – Corporate, Global Transactions, Grooming and Baby, Feminine and Family Care Sector Business Units, ESG, Procter & Gamble
- David Cohen – President and Chief Executive Officer, Interactive Advertising Bureau (IAB)
- Carla Michelotti – Former EVP and Chief Legal, Government & Corporate Affairs Officer Leo Burnett Worldwide; President, Carla Michelotti LLC
“I am proud to join Mary Sophos, Joe Stegbauer, David Cohen, and Carla Michelotti in being re-elected to our Board,” said Board Chair David Hubbard. “It is gratifying to be an ambassador for an organization that helps foster a marketplace where trust and confidence flourish for both businesses and consumers.”
BBB National Programs Board Members support and inform the nonprofit’s mission, and they are also instrumental in increasing awareness and expanding the reach of the organization’s independent industry self-regulation programs.
Following is a full list of members of the BBB National Programs Board of Directors:
- David Hubbard – (Board Chair) Vice President & Deputy General Counsel, Verizon
- Jocelyn Hunter – (Board Vice Chair) Vice President & Deputy General Counsel, Home Depot
- Elizabeth A. Allen – Chief Legal Officer, General Counsel and Secretary, NPR
- David Cohen – President and Chief Executive Officer, Interactive Advertising Bureau (IAB)
- Luis-Xavier Hernandez – Group General Counsel, Beauty & Wellbeing, Unilever
- Jocelyn Hunter – Vice President and Deputy General Counsel, Home Depot
- Camille Johnston – Vice President for Communications, Johns Hopkins University
- Marla Kaplowitz – President and Chief Executive Officer, 4As
- Joel Katz – Chief Compliance and Ethics Officer, EXL
- Bob Liodice – Chief Executive Officer, Association of National Advertisers
- Sandi L. Masino – Senior Audit, Control Operations, Financial Executive and CPA; former executive at Fannie Mae, Booz Allen and Sallie Mae
- Carla Michelotti – Former EVP and Chief Legal, Government & Corporate Affairs Officer Leo Burnett Worldwide; President, Carla Michelotti LLC
- Maureen Ohlhausen – Partner, Wilson Sonsini; Former Acting FTC Chair and FTC Commissioner
- Eric D. Reicin – President and Chief Executive Officer, BBB National Programs
- Brent Sanders – Associate General Counsel, Microsoft
- Mary Sophos – Former EVP for Policy & Strategic Planning, Grocery Manufacturers Association
- Joe Stegbauer – Senior Vice President & General Counsel – Corporate, Global Transactions, Grooming and Baby, Feminine and Family Care Sector Business Units, ESG, Procter & Gamble
- Michele Totonis – Director, Legal Affairs, LEGO
For more information, visit our website.
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.
Contact Information
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
MICHELIN AND BREMBO JOIN FORCES, BOOSTING SAFETY AND DRIVING COMFORT
- Michelin and Brembo have entered a global partnership to merge their innovative technologies and insights in the brake and tire categories
- Initial tests show a reduction in braking distances of up to four meters (13 feet[1]) regardless of tire wear in a variety of road conditions.
- Delivers innovative solutions for automakers, enhancing experiences and delivering value for all consumers.
BERGAMO, Italy, and CLERMONT-FERRAND, France, December 10, 2024 – Brembo, a global leader in the design, development, and production of braking solutions and Michelin, a leading tire manufacturer and innovative expert in composites, signed a global agreement to exploit the full potential of their intelligent solutions to revolutionize vehicle performance and offer drivers the highest safety and comfort standards.
For this partnership, Michelin and Brembo combined their expertise: excellence in braking systems, vehicle modeling and artificial intelligence for Brembo; leadership in tire modeling and algorithm development for Michelin. The innovation relies on the continuous exchange of real-time data between Michelin’s connected solutions software, which provides tire grip data to Brembo’s innovative SENSIFY® braking system. These unique tire insights enable engineers to fine-tune the braking system with exceptional precision, further enhancing SENSIFY’s characteristics.
Michelin’s tire connected solutions rely on the Group’s recognized expertise in tire physics modeling and simulation used in tire development. Thanks to their unique know-how in live vehicle data analysis, Michelin has developed a software portfolio able to provide real-time information to the car, such as wear (Michelin SmartWear®), load (Michelin SmartLoad®) and grip (Michelin SmartGrip®). Michelin’s software works with all tire brands.
“We are thrilled to join forces with a brand like Brembo, a leader in its field. Our shared passion for innovation and excellence allows us to take a new step forward in enhancing user safety,” said Serge Lafon, President of the Business Line Automotive Original Equipment at Michelin. “Allowing customers to keep their tires in use as long as possible with total peace of mind is a core objective of Michelin, thus protecting their purchasing power as well as the environment. Today, Michelin is a “data-driven company” where simulation and software development are essential tools in the real-time monitoring of tires. Together, Michelin and Brembo are building a unique solution for the vehicles of the future, developed today by the car makers.”
Brembo’s SENSIFY® sets a new benchmark for braking systems, natively developed for any modern vehicle. Its high flexibility, scalability and adaptability make it easy to integrate into any model. SENSIFY® combines Brembo’s world-renowned braking components with a digital brain that leverages AI, algorithms and sensors to independently control each wheel. The result is one of the most advanced braking systems, designed to deliver an exceptional driving experience and enhanced safety.
“At Brembo, we believe in the power of technology and artificial intelligence,” said Daniele Schillaci, CEO of Brembo. “In fact, we are increasingly becoming a company combining software capabilities with our expertise in the corner of the vehicle, mastering calipers, discs and friction materials with a unique know-how. SENSIFY® represents the new standard in braking that will target a zero accidents vision. This partnership with Michelin illustrates the power of collaboration and innovation in the automotive industry.”
The initial tests performed virtually and in the field are very promising. In the first phase, Michelin’s tire models and algorithms were integrated with Brembo’s intelligent braking models and vehicle simulations in a fully virtual environment. In the second phase, physical tests were conducted on tracks at Michelin’s Research Center, where the simulation results were confirmed.
The tests demonstrated braking distance reductions that can reach up to four meters (13 feet) * during ABS events, with the same tires in various conditions. This is an impressive result, considering the average length of a car is close to four meters. The braking system also showed quicker response time, minimized traction loss, improved lateral stability and the absence of wheel locking. All these factors contribute to a smoother, more comfortable driving experience.
About Brembo
Brembo leads the world in the design and production of high-performance braking systems and components for top-flight manufacturers of cars, motorbikes and commercial vehicles. Founded in 1961 in Italy, Brembo has a long-standing reputation for providing innovative solutions for OEMs and aftermarket. Brembo also competes in the most challenging motorsport championships in the world and has won over 600 titles. Guided by its strategic vision – “Turning Energy into Inspiration” – Brembo’s ambition is to help shape the future of mobility through cutting-edge, digital and sustainable solutions. With over 16,000 people across 15 countries, 32 production and business sites, 9 R&D centers and with a turnover of € 3,849 million in 2023, Brembo is the trusted solution provider for everyone who demands the best driving experience. (www.brembo.com)
About Michelin
Michelin is building a leading international manufacturer of composites and experiences that transform our daily lives. Trailblazing the science of materials for more than 130 years, the group is using its unique expertise to make a significant contribution to human progress and a more sustainable world. Thanks to its unparalleled mastery of materials and polymer composites, Michelin is constantly innovating to produce high-quality tires and components for critical applications in a variety of exacting fields such as mobility, construction, aeronautics, healthcare, and low-carbon energies. Michelin manufactures its products with great care, making the most of its clients’ solid knowledge to offer them the best possible experience. This includes not only providing connected solutions for professional fleets of vehicles based on data and artificial intelligence, but also recommending exceptional restaurants and hotels selected by the MICHELIN Guide.
(www.michelin.com)
[1] Braking Tests conducted on the test tracks of the Michelin R&D center – Ladoux, France over 17 days between September 30 and October 29, 2024, with two identical vehicles except that one was equipped with the Brembo Sensify system + Michelin Solutions, the other with a standard ABS system.
Standard test protocol including multiple repetitions, conducted on dry and wet tracks (water level controlled at 0.8mm), with varied tire conditions: new tires and tires with 2mm tread depth, with nominal and under-inflated pressures, Michelin Pilot Sport and Michelin Pilot Alpin tires at different speeds: 50km/h, 90km/h, 110km/h and 130km/h. Although testing of the braking system and Michelin solutions was made using only Michelin tires, the solutions can be applied to other tire brands as well.
Contact Information
Brembo
Caroline Fallara – Marketing and Communications Director Brembo North America
734-468-2109
CFallara@brembo.com
Sam Krahn – Public Relations Specialist
734-808-1259
samk@us.brembo.com
Michelin
David Finleyson
Michelin North America, Inc.
david.finleyson@michelin.com
www.michelinmedia.com
In National Advertising Division Fast-Track SWIFT Challenge Eagle Family Foods Voluntarily Discontinues “America’s Most Trusted” Claim
New York, NY – December 10, 2024 – In a BBB National Programs’ National Advertising Division Fast-Track SWIFT challenge brought by Nestlé USA, Eagle Family Foods Group voluntarily discontinued its advertising claim that Borden brand evaporated and sweetened condensed milks are “America’s Most Trusted.”
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Eagle Family Foods and Nestlé are competitors in the evaporated and sweetened condensed milk market.
Eagle Family Foods informed NAD that it permanently discontinued the challenged “America’s Most Trusted” claim. NAD will treat the permanently discontinued claim, for compliance purposes, as though NAD recommended it be discontinued.
In its advertiser statement, Eagle Family Foods stated ”We appreciate NAD’s acknowledgment of our substantial efforts to remove the challenged claim from the marketplace. We will continue to make commercially reasonable efforts to ensure the claim is discontinued by third-party sellers.”
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 (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.
Contact Information
Name: Abby Hills
Email: press@bbbnp.org
Job Title: Director of Communications