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.”
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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.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
