New York, NY – April 4, 2024 – In a Fast-Track SWIFT challenge brought by Reynolds Consumer Products LLC, BBB National Programs’ National Advertising Division recommended that The Glad Products Company modify its “25% more durable” claims for Glad ForceFlex MaxStrength bags to include clear and conspicuous disclosures indicating the object of comparison is Glad’s own 13-gallon ForceFlex bags.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD).
The challenged “25% more durable” claim appeared in various forms across Glad’s website, packaging, and internet search results. Reynolds argued that Glad’s “25% more durable claims” were misleading because the basis of comparison was not adequately disclosed.
NAD found that the disclosures associated with Glad’s “25% more durable” claims were not clear and conspicuous. Therefore, NAD recommended that Glad modify the claims to include clear and conspicuous disclosures that indicate that the object of comparison is Glad’s own 13-gallon ForceFlex bags.
During the proceeding, Glad agreed to voluntarily discontinue or modify the claim “Glad ForceFlex MaxStrength trash bags are 25% more durable and use less plastic than the competition.” Therefore, NAD did not review the claim on its merits and will treat the claim, for compliance purposes, as though NAD recommended it be discontinued or modified.
In its advertiser statement, Glad stated that it “agrees to comply with NAD’s recommendations regarding the Glad ForceFlex MaxStrength search ads and website,” however it will appeal the portion of NAD’s decision regarding the product packaging because it “disagrees with NAD’s findings and recommendations.”
Appeals of NAD decisions are made to BBB National Programs’ National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs.
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:
Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org
