National Advertising Division Refers ASO to Federal Trade Commission for Non-Compliance on “2x Faster Healing” Claim

New York, NY – April 10, 2025 – BBB National Programs’ National Advertising Division has referred ASO LLC to the Federal Trade Commission (FTC) and Food & Drug Administration (FDA) for failing to comply with its decision regarding advertising claims for its Hydrocolloid Gel Bandages.

In a prior National Advertising Division (NAD) case (Case #7325), Johnson & Johnson Consumer Inc. (JJCI) challenged ASO’s claims that its Hydrocolloid Gel Bandages provide “2x faster healing.”

NAD found that the “2x faster healing” claim was not supported and recommended its discontinuation. ASO agreed to comply with NAD’s recommendations.

In January 2025, NAD initiated a compliance proceeding at the behest of JJCI based on their concerns about ASO’s compliance. In its response, ASO indicated that it would remove the claims from its packaging “upon depletion of current inventories” and that it had limited control over third-party retailer compliance.

NAD found that while ASO had taken some steps to remove the “up to 2x faster healing” claim from online advertising, noncompliant claims persisted on product packaging and third-party retail websites, and it made the following recommendations based on its review:

• Third-Party Retailer Advertising: Despite removing some links, numerous non-compliant claims remained in product descriptions on third-party retailer websites. NAD recommended ASO expeditiously contact retailers to remove these claims and replace non-compliant images.
• Product Packaging: ASO’s plan to remove non-compliant claims only upon depletion of existing inventory was deemed insufficient. NAD emphasized that changes to product packaging should have commenced immediately following the initial decision. NAD also recommended exploring remedial measures, such as stickering, given the elapsed time.

ASO refused to comply with NAD’s recommendations. Consequently, NAD has referred the matter to the appropriate government agencies, in this case the FTC and FDA, and platforms where the advertising claims appear and with which NAD has a reporting relationship.

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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 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.