New York, NY – July 17, 2025 – In a Fast-Track SWIFT challenge brought by The Procter & Gamble Company, BBB National Programs’ National Advertising Division recommended that Dr. Squatch, LLC take steps to ensure its paid affiliates clearly disclose their material connections in social media posts that promote its products.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Procter & Gamble (P&G) and Dr. Squatch manufacture and market competing personal care products.
At issue for NAD were TikTok Shop affiliate posts in which influencers earn commissions on Dr. Squatch products sold through their affiliate links. Although these posts include a disclosure about commissions earned by influencers, Dr. Squatch also offers additional affiliate rewards, allowing influencers to earn incentives beyond the standard affiliate link commission.
During the inquiry, NAD noted that Dr. Squatch voluntarily and permanently discontinued the subject advertising and has taken steps to ensure that the posts at issue comply with the FTC Guides Concerning the Use of Endorsements and Testimonials. Therefore, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.
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.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
