National Advertising Division Refers HEPA and H13 Standards Claims for Afloia Air Purifiers to Regulatory Authorities for Further Review

Apr 4, 2024 11:00 AM ET

New York, NY – April 4, 2024 – BBB National Programs’ National Advertising Division will refer advertising claims made by Homintell Inc. (d/b/a Afloia Direct) for various models of its Air Purifiers to the Federal Trade Commission (FTC) and other regulatory authorities for review after Afloia declined to participate in the industry self-regulation process.

The claims at issue were challenged by Vesync Corporation. Vesync argued that independent third-party tests showed that claims about Afloia’s products’ compliance with HEPA and/or H13 standards are unsubstantiated and misdescribed in Afloia’s marketing materials.

As Afloia decided not to participate in the NAD self-regulatory process concerning these claims, NAD will refer the matter to the FTC and other regulatory authorities for review and possible enforcement action. Additionally, NAD will request social media platforms review the challenged advertising to determine if it is consistent with platform advertising standards or policies.

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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

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 leveling the playing field for business. 

Jennie Rosenberg
Media Relations
BBB National Programs