New York, NY – April 30, 2025 – In a Fast-Track SWIFT challenge brought by competitor GuruNanda, LLC, BBB National Programs’ National Advertising Division recommended that Oral Essentials, Inc. discontinue the claim that its Lumineux mouthwash products are “Microbiome Safe.”
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
To back its “microbiome safe” claim, Oral Essentials submitted an in vitro study examining the effect of four mouthwash variants on five prominent species of bacteria linked to plaque, gingivitis, and cavities. The study reported the use of mouthwash did not decrease the population of any of the five strains of bacteria.
NAD found the in vitro study was not a good fit to support the challenged claim. In this study, only five out of the numerous species of bacteria in the mouth were tested, which is insufficient to support a claim that the product is safe for the entire microbiome.
NAD also questioned the in vitro study’s real-world relevance to consumer use and noted that although the study concluded that there was “[n]o decrease” for every strain of bacteria tested, the numbers reveal that some strains did see a decrease in population.
NAD therefore concluded that Oral Essentials has not met its burden of providing a reasonable basis for the claim that its mouthwash products are “Microbiome Safe” and recommended the challenged claim be discontinued.
In its advertiser statement, Oral Essentials stated, “As a strong supporter of NAD, Oral Essentials will follow 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. 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 promoting fair competition for business.
Contact: Jennie Rosenberg Media Relations BBB National Programs press@bbbnp.org
New York, NY – April 30, 2025 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division recommended that Cox Communications, Inc., in connection with its Cox Internet service:
Discontinue the claim “Multi Gig Speeds Everywhere” or modify it to accurately reflect the availability of its 2 Gbps tier service.
Discontinue the claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet” in markets where AT&T offers a fiber product with speeds faster than 100 Mbps to small business customers or modify its advertising to avoid conveying certain implied messages.
AT&T and Cox are internet service providers that offer competing services in certain markets across the United States.
Multi-Gig Speeds
AT&T argued that Cox’s “Multi gig speeds everywhere” claim is misleading as it conveys that Cox offers both multi-gig download and upload speeds when the company’s internet service only offers multi-gig download speeds. It further argued that the multi-gig download speeds that Cox offers are not actually available everywhere.
The National Advertising Division (NAD) found, in the context in which the claim appears, in all but one of the challenged advertisements, Cox’s claim to offer “Multi-gig speeds” does not convey the message that Cox offers both download and upload speeds of at least 2 Gbps.
NAD determined, however, that one commercial conveyed the message that Cox offers multi gig upload speeds. Because no evidence in the record supported that message, NAD recommended that the commercial be modified to avoid conveying the message that Cox offers multi gig upload speeds.
NAD further determined that the claim “Multi gig speeds everywhere” must be supported by evidence that the availability of the advertised service extends to 100% of customers in any areas where the claim is made. Because there was no evidence that services extend to all customers in every area where the services are advertised, NAD recommended Cox discontinue the claim or modify it to accurately reflect the availability of its 2 Gbps services.
“20x Faster Than . . . AT&T 5G Internet”
AT&T also challenged Cox’s claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet.”
NAD noted that in the internet service provider market, consumers reasonably expect speed superiority claims to be based on a comparison of competing service tiers with the most equivalent speeds.
NAD found that Cox’s comparative speed claims convey the message that AT&T 5G (with its 100 Mbps top speed) is AT&T’s fastest business internet offering. NAD determined that such a message would be unsupported in markets where AT&T offers its faster fiber product.
Accordingly, NAD recommended that in markets where AT&T offers a fiber product with speeds faster than 100 Mbps to small business customers, Cox should discontinue its claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet” or modify its advertising to avoid conveying the message that AT&T 5G is AT&T’s fastest offering and other related implied messages.
During the proceeding, Cox voluntarily permanently discontinued claims that Cox is the nation’s fastest internet provider that were based on an award from the website HighSpeedInternet.com. Therefore, NAD did not review these express claims or the corresponding implied claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Cox stated that while it disagrees with certain aspects of NAD’s decision, it will comply with NAD’s decision and “is a strong supporter of self-regulation and will take NAD’s recommendations into account in developing its future advertising.”
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 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 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 promoting fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 29, 2025 – In a Fast-Track SWIFT challenge filed by competitor Airbnb, Inc., BBB National Programs’ National Advertising Division found one Vrbo “host-free” claim on a billboard supported, but recommended other express and implied claims be discontinued or modified to avoid conveying the unsupported message that Airbnb properties always have hosts that cohabitate with guests during their stay.
Fast-Track SWIFT is an expedited process by the National Advertising Division (NAD) for reviewing single-issue advertising cases.
Airbnb and Vrbo are competitors within the short-term rental market. Airbnb offers options for travelers that include shared spaces where the hosts can be present, or not, during the stay. Vrbo hosts never share their vacation rental homes with travelers during their stay.
Airbnb challenged certain “host-free” claims made in a commercial featuring Nick Saban and in two billboard advertisements.
NAD found that the challenged Nick Saban commercial, which ends with the statement “when other vacation rentals make you share your turf with a host, try one you have all to yourself,” conveys the message that Vrbo competitors, like Airbnb, always require cohabitation with hosts.
Because Airbnb does offer “host-free” rental options, NAD concluded that the message is unsupported and recommended that Vrbo discontinue the challenged “host-free” claim or modify it to avoid conveying the message that competitors such as Airbnb always have hosts that cohabitate with guests during their stay.
NAD further found that the claim “What do you call an Airbnb without a host? – Vrbo” did not convey the message that Airbnb always has hosts that cohabitate with travelers during their stay.
Regarding the “never has hosts” billboard claim, NAD found the claim supported as it accurately conveys that Vrbo only offers rental options that are not shared by a guest with a host.
In its advertiser statement, Vrbo stated that it “will comply with NAD’s recommendation” and “thanks the National Advertising Division for its prompt review of the matter.”
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 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 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, promote 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 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 promoting fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 29, 2025 – In a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division has found certain express and implied claims made by Reckitt Benckiser LLC supported, including an EPA-approved product label “eliminates odors by killing odor causing bacteria” claim, influencer social media posts, and claims comparing its Lysol Air Sanitizer to air fresheners.
The National Advertising Division (NAD), however, recommended Reckitt discontinue unqualified “eliminates odor” claims made on websites, in commercials, and on social media.
Odor Elimination Claims
P&G challenged several variations of the “eliminates odor” claim on Lysol Air Sanitizer’s product label, on Reckitt’s website and third-party websites, in commercials, and on social media.
Some advertising claims for antimicrobials, disinfectants, and sanitizers require EPA approval. When NAD reviews advertising claims that are also subject to regulatory oversight, NAD makes every effort to harmonize its decision with the regulatory framework.
The EPA’s review of advertising claims is not a substitute for and does not preclude NAD’s review of the claims as EPA’s focus and expertise centers on representations regarding safety and efficacy while NAD’s mission and expertise is focused on the truth and accuracy of claims in context.
NAD found that different messages were conveyed by the “eliminates odor” claim on different platforms.
Regarding the claim made in the challenged website video and in the three challenged commercials, NAD determined that in context the claim conveys a message that Lysol Air Sanitizer eliminates all malodors, not just malodor-causing bacteria, at both a molecular and sensory level.
For the website claim, NAD found that in context the “eliminates odor” claim conveyed a message that Lysol Air Sanitizer eliminates the perception of all odors.
NAD found that the evidence submitted by Reckitt is not a good fit for the message that Lysol Air Sanitizer eliminates all odors at a molecular level. Additionally, NAD found that Reckitt’s St. Croix testing did not support the broad claims that Lysol Air Sanitizer eliminates all odors at a sensory level.
Accordingly, NAD recommended that Reckitt discontinue any “eliminates odor” claims that convey the unsupported message that Lysol Air Sanitizer eliminates all household malodors, not just malodor-causing bacteria, at a molecular level and the unsupported message that Lysol Air Sanitizer eliminates the perception of odor at a sensory level at the time the product is sprayed.
However, based on EPA and state approval of the Lysol Air Sanitizer label, NAD determined that the product label claim that Lysol Air Sanitizer “eliminates odors” with the qualifying disclosure “Eliminates odors by killing odor-causing bacteria in the air” was supported.
Comparison to Air Fresheners
P&G challenged claims made in commercials, website advertising, and social media posts that directly compare Lysol Air Sanitizer to air freshener products.
In the challenged advertising, NAD found that one reasonable message conveyed is that while both products address odor, only Lysol Air Sanitizer can remove viruses and bacteria from the air. NAD determined that none of the challenged advertising conveys a broad message that Lysol Air Sanitizer is superior to Febreze or other air fresheners, generally, or with respect to eliminating odor.
NAD noted that nothing in this decision prevents Reckitt from making supported odor reduction claims.
Social Media Advertising
P&G challenged TikTok posts by a Lysol influencer partner arguing it showed improper use of the product. NAD found that the challenged posts show the product being used according to label instructions.
P&G also challenged a consumer-generated TikTok video, posted by a non-Lysol influencer partner, that clearly strays from the product-use instructions. NAD recommended Reckitt take reasonable efforts to ensure the video is discontinued or modified to represent proper product use instructions.
During the inquiry, Reckitt informed NAD that it had permanently discontinued certain TikTok videos that P&G argued showed the product being used contrary to product-use instructions. The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Reckitt stated it “disagrees with NAD’s conclusions that its industry-standard sensory testing & results cannot support general odor elimination claims but accepts NAD’s findings regarding the advertising reviewed.”
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 promoting fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 29, 2025 – In a challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division recommended that Dish Network, LLC d/b/a Boost Mobile discontinue or modify certain claims about the breadth of Boost Mobile Network’s 5G coverage, comparative benefits, and claims that its network is “new.”
T-Mobile and Boost Mobile are competitor wireless carriers that offer service across the country. Boost Mobile offers wireless coverage to 99% of the country’s population through a combination of its own 5G wireless network (which covers 80.08% of the country’s population) and carrier roaming agreements with T-Mobile and AT&T that offer Boost Mobile customers the ability to roam freely on those networks. However, in some areas of the country, Boost Mobile customers only have 4G or LTE coverage and not 5G coverage because its roaming partners’ networks are not entirely 5G.
The National Advertising division (NAD) determined that messages reasonably conveyed by the claims challenged by T-Mobile, in the context in which they appear in advertising, included that Boost Mobile’s network covers 99% of Americans with 5G and offers certain comparative advantages over its competitors’ networks, such as faster speeds and reduced latency.
NAD found that Boost Mobile’s evidence, while providing a reasonable basis for the claim 99% nationwide coverage overall (and 98% coverage with 5G), did not provide a reasonable basis to support a claim that Boost Mobile offers 5G coverage to 99% of the country (whether solely from its own network of towers or in conjunction with its roaming partners). In addition, NAD found that the evidence detailing the benefits of the network built by Boost Mobile did not support the full breadth of comparative benefits touted by Boost’s advertising.
Accordingly, NAD recommended that Boost Mobile discontinue the challenged claims or modify its advertising to avoid conveying unsupported messages about the breadth of Boost Mobile’s network coverage and comparative benefits. NAD noted that nothing in the decision would preclude Boost Mobile from making other truthful and non-misleading comparative and monadic claims about its service’s availability or the benefits of the network it built.
In addition, NAD recommended that Boost Mobile discontinue certain claims that described Boost Mobile’s network as “new” or “newest.” Although Boost Mobile identified a number of features and benefits of the network it built, NAD concluded Boost Mobile’s “new” claims exceed Federal Trade Commission Guidance that limits “new” claims to a period of six months, and that its “America’s newest” claim conveys a comparative performance superiority message that the evidence did not support.
During the proceeding, Boost Mobile voluntarily permanently discontinued certain claims. Therefore, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Boost Mobile stated that while it disagrees with some of NAD’s recommendations, it “agrees to comply with NAD’s recommendations and will incorporate NAD’s recommendations into future advertising.”
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 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 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, promote 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 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 promoting fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 28, 2025 – Following a BBB National Programs’ National Advertising Division inquiry, influencer Brittany Mahomes, represented by 1Up Sports Marketing, voluntarily modified social media post endorsements for Skims Body, Inc. to include material connection disclosures consistent with the Federal Trade Commission’s (FTC) Endorsement Guides.
1Up Sports Marketing represents Brittany Mahomes, a well-known lifestyle influencer. Ms. Mahomes has approximately 2 million followers on Instagram.
The National Advertising Division (NAD) inquired about the relationship between Skims and Ms. Mahomes, as well as the measures 1Up Sports Marketing takes to ensure that its influencers provide clear and conspicuous material connection disclosures on social media.
1Up Sports Marketing confirmed Ms. Mahomes had a paid relationship with Skims for the two challenged posts from November 2023, and stated they ensure brand social media posting instructions align with FTC Endorsement Guides before providing them to influencers and that influencers adhere to brand-specific contractual social media obligations.
Ms. Mahomes’ posts did not mention or tag Skims in the descriptions accompanying the posts. The Skims brand was tagged in the shared image, which qualifies the post as an endorsement requiring clear and conspicuous material connection disclosure.
During the inquiry, Ms. Mahomes voluntarily modified the challenged posts to include material connection disclosures, and those modifications will be treated, for compliance purposes, as though NAD recommended the modifications and 1Up Sports Marketing and Ms. Mahomes agreed to comply.
In their advertiser statement, 1UP Sports Marketing stated they “welcome the opportunity to work with NAD in upholding high standards of truth and accuracy.”
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 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 promoting fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 25, 2025 – A panel of BBB National Programs’ National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, has recommended that Olly PBC discontinue or modify six challenged advertising claims concerning its Kids Chillax dietary supplement’s ability to support calm and relaxed moods in children.
The underlying National Advertising Division (NAD) case (#7350) was initiated by Bayer Healthcare LLC, a competitor in dietary supplements for children. Bayer challenged several advertising claims for Olly’s Kids Chillax, promoted as dietary supplement intended to support children’s moods, among other things.
NARB’s panel’s review centered on six Kids Chillax claims defended by Olly during the NAD proceedings, including statements on the benefits of the ingredient L-theanine, such as asserting that L-theanine functions as “Captain Calm” and “works to support a relaxed state of mind.” The panel also considered non-ingredient-specific claims that “Chillax supports a calm and relaxed mood” and “relaxed state of mind.”
In evaluating these claims, NAD had concluded inter alia that a number of flaws with the Olly-commissioned clinical study rendered it unreliable to support the challenged express claims.
The NARB panel supported NAD’s assessment, finding that the Chillax Study did not, and could not, provide statistically relevant data to show that young children received the advertised benefits from consuming Chillax. The panel also concluded that the Chillax Study presented no evidence that child users of Chillax would “stay engaged.”
Based on these findings, the NARB panel determined that NAD’s decision should be affirmed and recommended that Olly discontinue the challenged advertising claims for its Kids Chillax product, noting that Olly is free to modify its advertising to be consistent with the results of the underlying testing and research.
In its advertiser statement, OLLY stated that it “will comply with the decision, despite its disappointment with the NARB Panel’s assessment.”
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 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 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 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.
Contact: Jennie Rosenberg Media Relations BBB National Programs press@bbbnp.org
New York, NY – April 24, 2025 – As part of its marketplace monitoring efforts, BBB National Programs’ National Advertising Division determined that certain claims made by VKTRY for its VKTRY Performance Insoles were supported.
However, the National Advertising Division (NAD) recommended that VKTRY discontinue certain superiority and performance claims, as well as certain testimonials and the implied claim that VKTRY insoles provide instantaneous results.
NAD determined that the claims “Worn by pro and college athletes” and “Backed by 15 years of research & development” were supported.
NAD determined that the claim “Accepted by American Podiatric Medical Association” is supported but that the implied claim that APMA recommends the VKTRY insoles is not reasonably conveyed.
Jump Higher, Run Faster
NAD determined that one reasonable message conveyed by the claim “Jump Higher, Run Faster” in context is a comparison to all competing insoles (including foam insoles). In support of the claim, VKTRY relied on two studies on three competing insoles.
However, NAD found that this evidence does not support the claim because the studies did not assess jump height or running speed and it is unclear as to what percentage of the market these competing insoles comprise. Therefore, NAD recommended that the “Jump Higher, Run Faster” claim be discontinued.
Enhances support & stability to reduce the risk of injury
NAD determined that the several studies relied on by VKTRY in support of its “Enhances support & stability to reduce the risk of injury” claim were not sufficiently reliable or a good fit to support the claim. NAD also noted that the consumer testimonials relied on by VKTRY to support the challenged claims are not themselves competent and reliable scientific evidence.
For these reasons, NAD recommended that the “Enhances support & stability to reduce the risk of injury” claim be discontinued.
Higher Vertical Jumps; Faster Dashes; 41% Less Foot Injuries
NAD recommended that the claim “on average our athletes see: 1.6″ Higher Vertical Jumps; .12 seconds faster 40-yard dashes; 41% less foot injuries” be discontinued because the studies relied on by VKTRY were not sufficiently reliable or a good fit to support the claim.
NAD also evaluated the sufficiency of the disclosure qualifying the challenged claim
and determined that VKTRY’s disclosure does not appear near the claim it is qualifying and is not readily noticeable. In addition, NAD found that the qualifying language in the disclosure contradicts the challenged claim because it states that results will vary. Therefore, NAD found that the disclosure does not adequately qualify the challenged claim.
Testimonials
NAD inquired as to whether certain testimonials, as well as the implied claim, conveyed the message that VKTRY insoles provide instantaneous results. NAD determined that the testimonials communicate two strong product benefits: instantaneous performance results (power, speed, increase in vertical) and complete pain relief as a result of product use. Since there was no evidence in the record to support these express and implied claims, NAD recommended that the testimonials and implied claim be discontinued.
Lastly, NAD noted VKTRY’s assurance to include material connection disclosures relating to athletes who are endorsing VKTRY products and have a material connection to VKTRY pursuant to FTC’s Endorsement Guides.
During the proceeding, VKTRY voluntarily agreed to permanently discontinue certain claims and testimonials. Therefore, NAD did not review these claims and testimonials on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, VKTRY stated that although it disagrees with certain of NAD’s adverse findings, it “will comply with NAD’s decision [and] appreciates NAD’s efforts in self-regulation, and was pleased to participate in NAD’s advertising review process.”
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 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 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 fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
New York, NY – April 23, 2025 – BBB National Programs’ National Advertising Division has referred Simpler Hair Color Inc. to the Federal Trade Commission (FTC) for review and possible enforcement action.
The referral stems from a National Advertising Division (NAD) Fast-Track SWIFT challenge brought by competitor Combe Incorporated for online advertising stating that Simpler Hair Color products are “Rated #1 Men’s Hair Color*” “*Based on Trustpilot.com verified reviews as of 10/10/2024” and “Rated #1 Men’s Hair & Beard Color*” “*Based on Trustpilot.com verified reviews as of 10/10/2024.”
In the underlying challenge, NAD found that the #1 claims were not supported and recommended that the challenged claims be discontinued.
Shortly after NAD’s decision, Combe brought to NAD’s attention Simpler’s claims made on Amazon.com and in sponsored social media posts that Combe believed, and NAD agreed, did not comply with NAD’s recommendations.
Despite numerous outreach attempts over the course of many weeks, Simpler failed to respond to NAD’s compliance inquiry and therefore NAD has referred the matter to the appropriate government agency, in this case the FTC, and to the platforms on which Simpler’s advertising appeared and NAD has a reporting relationship.
All BBB National Programs case decision summaries can be found in the casedecisionlibrary. For the full text of NAD, NARB, and CARU decisions, subscribe to the onlinearchive. Pursuant to 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 creating fair competition for business.
Contact Information
Name: Jennie Rosenberg Email: jrosenberg@bbbnp.org Job Title: Media Relations
InterAction+ Expands Integration Options to Drive Automation for Firm Growth
NEW YORK — LexisNexis® Legal & Professional, a leading global provider of legal, regulatory, and business information and analytics, today announced the launch of the InterAction+ Cloud API and the expansion of the InterAction+ Partner Network. This development broadens integration options for clients, providing increased access to tools, technology, and data sources that drive transparency, automation, and growth.
The InterAction+ Cloud API solution provides organizations with direct access to trusted, high-quality data through a cloud-based single Application Programming Interface (API). This scalable API improves performance and facilitates two-way integrations for managing contacts, activities, and lists, streamlining workflows and enhancing relationship insights.
The expanded InterAction+ Partner Network is a strategic alliance program designed to enable collaboration with third-party software solutions, data providers, and technology service providers to deliver seamless integrations for clients.
A key aspect for InterAction+ is creating solutions for clients whose work revolves around Microsoft 365 apps. This includes InterAction for Microsoft 365 which embeds CRM data into existing workflows across Microsoft® Outlook, Excel and Word. InterAction+ will extend its collaboration with Microsoft to release a Microsoft Power Platform connector and will enable additional planned integrations including LinkedIn and Microsoft 365 Copilot.
With access to the InterAction+ Cloud API and an expanded network of partners, InterAction+ clients can experience:
Centralized Data Access – Synchronize InterAction+ with email, events, digital marketing, content platforms, and analytics tools, giving marketing, business development, and client-facing legal teams a comprehensive view of their data.
Smarter Campaign Targeting – Enable dynamic audience segmentation based on real-time InterAction+ data, allowing for personalized outreach with precision and relevance, from client alerts to webinar invites.
Time-Saving Automation – Reduce manual data entry and list management by automatically updating contact records across platforms, freeing up time for strategic work.
Improved Compliance & Accuracy – Minimize risk with consistent, up-to-date contact information and preference tracking across all systems.
“The InterAction+ Cloud API and expanded Partner Network enables broader access to tools and data sources to deliver enhanced relationship intelligence and greater visibility into growth opportunities for our clients,” said Tony Pazakis, VP of InterAction. “Our vision is to integrate Protégé, our personalized AI assistant, into InterAction+, delivering marketing and business development insights to our users sourced by integrated data across the firm ecosystem and harnessed by the power of AI.”
InterAction+ is a client relationship platform designed for law and professional services firms. For three decades, InterAction has helped firms of all sizes drive business relationships, accelerate firm growth, and increase revenue by embedding client intelligence at the heart of every engagement.
About LexisNexis Legal & Professional
LexisNexis® Legal & Professional provides legal, regulatory, and business information and analytics that help customers increase their productivity, improve decision-making, achieve better outcomes, and advance the rule of law around the world. As a digital pioneer, the company was the first to bring legal and business information online with its Lexis® and Nexis® services. LexisNexis Legal & Professional, which serves customers in more than 150 countries with 11,800 employees worldwide, is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.
Contact Information
Dana Greenstein Director of Communications, North America & UK LexisNexis Legal & Professional 212-448-2163 dana.greenstein@lexisnexis.com
