Tag: CE

New York, NY, December 11, 2025 – BBB National Programs’ National Advertising Division challenged express and implied advertising claims made by Proximity Capital Partners, LLC d/b/a Asutra concerning the efficacy of its Magnesium Body Butter with Capsaicin.

The challenged health-related claims, including claims that Asutra’s Magnesium Body Butter with Capsaicin provides relief from chronic pain, aids recovery, and promotes comfort and better sleep, as well as the implied claim that it eliminates chronic pain in a short period of time, appeared on Asutra’s website.

During the inquiry, Asutra informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims for business reasons unrelated to the challenge. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and Asutra agreed to comply.

In its advertiser statement, Asutra stated it “supports industry-self regulation and appreciates NAD’s important role in the process.”

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 create fair competition for business.  

Protégé General AI seamlessly unifies LexisNexis authoritative content, customer legal documents, and open web insights for expanded AI-driven work in a single secure legal AI workflow solution

NEW YORK, DECEMBER 10, 2025 – LexisNexis^® Legal & Professional, a global leader in private, secure, authoritative, legal AI workflow solutions, today announced the next generation of Protégé General AI, which now brings together authoritative LexisNexis legal content, customer legal documents, and open web insights, backed by Shepard’s^® Citations, in a single, secure Lexis+ AI® environment. Protégé General AI empowers legal professionals to expand what they can accomplish, from drafting and exploring ideas, to solving complex problems.

Users can choose Protégé Legal AI, which is optimized for authoritative legal AI workflows like legal drafting and analysis, or Protégé General AI, which allows users to perform a wide range of tasks using the latest available AI models grounded in web content and LexisNexis content. A new General AI default selection, Best Fit, can automatically select the best model for each task, or users can choose from the newest models including Claude Sonnet 4.5 from Anthropic or GPT-5.1 from OpenAI, as well as earlier models such as Claude Sonnet 4, GPT-4o, GPT-5, and OpenAI o3. The Shepard’s® Citation Agent will verify and link recognized legal citations.

Now, Protégé General AI delivers:

• A unified answer across multiple content sources: With combined insights from customer legal documents, open web search, and LexisNexis comprehensive legal content, Protégé simplifies legal work in a seamless experience. Protégé General AI guides the user to authoritative Legal AI when appropriate, based on the nature of the user’s question or task.
• Best Fit mode with user control: An intelligent model switcher selects the optimal AI model for the user’s task by default, or users can manually choose their preferred model.
• Trusted citations: Shepard’s® Citation checks and labeled sources let legal professionals work with confidence.
• Flexible source selection: Users can choose to ground Protégé responses in all or any combination of LexisNexis, web, and customer content.
• Advanced reasoning and Deep Research capabilities: Users can address high-complexity legal problems and toggle Deep Research capabilities for even more advanced reasoning.
• Security and Privacy by Design: The fully encrypted Lexis+ AI environment ensures enterprise-grade data privacy protections for confident access to general purpose models.
• Streamlined experience: A simplified interface keeps questions, sources, citations, and drafts together for a more efficient, transparent workflow.

“Legal professionals want one trusted legal AI workflow solution,” said Sean Fitzpatrick, CEO, LexisNexis North America, UK, and Ireland. “Only LexisNexis can bring together agentic intelligence, customer documents, open web insights, and our authoritative content to produce next-level legal drafts and work output backed by Shepard’s®.”

This next-generation release arrives shortly after the October commercial launch of Protégé General AI, reflecting the rapid pace of customer-driven innovation and underscoring LexisNexis’ continued leadership in private, secure, and authoritative legal AI workflows. Protégé General AI now delivers more powerful and flexible AI workflows, enabling legal professionals to:

• Draft more precise communications including client emails, matter updates, and plain-language explanations tailored to legal and non-legal audiences.
• Accelerate foundational research with fast overviews of technical concepts and evolving areas such as AI policy and crypto regulation.
• Enrich legal work with real-world context using non-legal sources to strengthen legal strategy and recommendations.
• Drive more strategic ideation by outlining arguments, testing counterpoints, exploring alternative approaches, and getting a second “opinion” from AI.
• Break down complex, multi-layered problems across M&A, compliance, multi-party disputes, and emerging regulatory issues.
• Securely upload and analyze documents, generating summaries, issue lists, and audience-specific versions across a wider range of formats.

Powering these integrated AI workflows is a new agentic infrastructure that enables AI agents to collaborate and reason through complex legal AI workflows that demand broad understanding from diverse data sources. These agents include the Orchestrator Agent that coordinates agents, the Legal Research Agent that decomposes user prompts into legal questions and generates answers based on relevant legal authorities from LexisNexis content, the Web Search Agent that brings relevant open web insights into Protégé to expand responses, and the Customer Document Research Agent that autonomously reasons, plans, and uses other research tools to produce richer and more context-aware analysis based on customers’ own documents.

The new infrastructure extends the capabilities of Agentic Retrieval-Augmented Generation (RAG), which excels at understanding user intent, intelligently planning, and retrieving the most relevant and authoritative information to ensure that AI responses remain accurate, grounded, and trustworthy.

To learn more about Protégé: www.lexisnexis.com/protege and Protégé in Lexis+ AI: www.lexisnexis.com/ai.

About LexisNexis AI Development

LexisNexis prioritizes a customer-driven AI innovation approach that solves complex problems and enhances value. The company employs over 2,000 technologists, data scientists, and experts to develop, test, and validate solutions in line with RELX Responsible AI Principles. The company responsibly develops safe AI solutions with human oversight, backed by advanced encryption and privacy technology. Its global technology platform seamlessly integrates the latest AI advancements, including agentic AI, legal-tuned models, and a proprietary framework for the development of legal-tuned agents, within a multi-cloud infrastructure supported by partners AWS, Anthropic, Microsoft, Mistral, and OpenAI. This enables high model performance and authoritative responses anchored in comprehensive legal content, validated through Shepard’s® Citation Service.

About LexisNexis Legal & Professional

LexisNexis Legal & Professional provides AI-powered legal, regulatory, business information, analytics, and workflows that help customers increase their productivity, improve decision-making, achieve better outcomes, and advance the rule of law around the world. As a digital pioneer, the company was the first to bring legal and business information online with its Lexis^® and Nexis^® services. LexisNexis Legal & Professional, which serves customers in more than 150 countries with 11,800 employees worldwide, is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.

McLean, VA – December 9, 2025 – BBB National Programs’ Digital Advertising Accountability Program (DAAP) has worked with The Zillow Group and select brands under its portfolio — Zillow, Trulia, HotPads, and StreetEasy — to bring its websites and mobile apps into compliance with the Digital Advertising Alliance’s (DAA) Self-Regulatory Principles for online interest-based advertising (IBA).

As part of its routine monitoring, DAAP reviewed Zillow.com and observed third-party data collection for IBA. DAAP then expanded its review to other Zillow Group brand websites and mobile applications, including Trulia, StreetEasy, and HotPads. 

The review found that, on both desktop and mobile applications, enhanced notice (a clear and prominent link to information about IBA and how consumers can opt out of it) was not consistently provided in accordance with the DAA’s Transparency Principle. Broken links, missing enhanced notice, and absent statements of adherence to the DAA Principles were observed across the brands’ digital properties.

Prior to its outreach to the Zillow Group, DAAP also noted the collection of precise location data in the Zillow mobile app by third parties known to engage in IBA. This activity was no longer found to be present once the inquiry was underway. During the inquiry, the Zillow Group confirmed that it does not collect and process precise location data by default.

In response to DAAP’s inquiry, the Zillow Group conducted comprehensive reviews of its websites and mobile applications for compliance with the DAA Principles, identifying areas for strengthening. The Zillow Group worked to find comprehensive solutions to each issue and consulted with DAAP on its plan to come into compliance with the DAA Principles.

Enhanced Notice of Website Data Collection for IBA 

To comply with the DAA Principles’ enhanced notice requirements, the Zillow Group: 

• Added website footer links titled “Ad Choices” to the Zillow, Trulia, HotPads, and StreetEasy websites that redirect users to a section of the Zillow Group’s Website Privacy Notice titled “Third-Party Tracking and Interest-Based Advertising.” 
• Updated its Website Privacy Notice to prominently display “To learn more about how Zillow uses interest-based advertising – and to manage your ad choices – please review the ‘Third-Party Tracking & Interest-Based Advertising’ section of our Privacy Notice below and visit our Privacy Portal,” and provided a link to the “Third-Party Tracking and Interest-Based Advertising” section of the website Privacy Notice.

The Zillow Group included all elements of DAA enhanced notice, including: (1) a description of third-party IBA practices, including descriptions of web tracking technologies used on the Zillow Group’s digital properties, (2) a link to, and description of, industry-developed IBA opt-out tools, and (3) a statement of adherence to the DAA Principles.

Mobile Data; Cross-App Data Collection  

Zillow’s authorization of third-party collection of unique identifiers for IBA in its iOS and Android mobile apps triggered compliance responsibilities under the first-party cross-app provisions of the DAA’s Mobile Guidance.

To comply with the DAA Mobile Guidance Principles, the Zillow Group: 

• Added a prominent link at the top of the Privacy Notice and in mobile app settings pages directing users to IBA disclosures and the Privacy Portal.  
• Provided that app store listings now link to the IBA statement at the top of the Privacy Notice for direct access to enhanced notice. 
• Added enhanced notice links titled “Ad Choices” to all four mobile apps’ settings pages (iOS and Android) linking to the IBA section of the Zillow Group website Privacy Notice. 

All BBB National Programs case decision summaries can be found in the  case decision library. To access all DAAP decisions, visit the DAAP decisions webpage.

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 Digital Advertising Accountability Program: The Digital Advertising Accountability Program (DAAP), a division of BBB National Programs, was developed by the Digital Advertising Alliance (DAA) to enforce industry self-regulation principles for data privacy in online and mobile advertising, holding companies accountable to the DAA’s Privacy Principles. DAAP provides guidance to companies looking to comply with industry principles and responds to complaints filed by consumers about online privacy. 

New York, NY – December 4, 2025 – Following a challenge brought by Oral Essentials, Inc., BBB National Programs’ National Advertising Division reviewed advertising claims made by Smile&Shine Essentials, Inc. for its INOPRO^® Whitening Strips, including statements regarding instant whitening, enamel safety, and no sensitivity.

Oral Essentials and Smile&Shine compete in the marketing and sales of teeth whitening strips. Oral Essentials challenged express and implied claims made on Smile&Shine’s website and on Amazon regarding the benefits, efficacy, and safety of INOPRO^® Whitening Strips.

During the inquiry, Smile&Shine informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Smile&Shine stated that it “will fully comply with the NAD decision.”

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 create fair competition for business.  

New York, NY – December 4, 2025 – Following a challenge brought by Novo Nordisk Inc., BBB National Programs’ National Advertising Division recommended Willow Health Services, Inc. modify or discontinue health-related claims for its compounded semaglutide products.

Willow Health is a telehealth company that markets compounded drugs to patients and physicians nationally. Willow Health’s compounded semaglutide product line includes two products: “Semaglutide Tablets” and “Semaglutide Plus,” a compounded semaglutide product for injection.

Challenger Novo Nordisk is a global pharmaceutical company specializing in obesity, diabetes care, as well as other chronic conditions, including rare diseases and cardiovascular conditions. Novo Nordisk markets the only FDA-approved semaglutide medicines, including Ozempic®, Wegovy®, and Rybelsus®. Novo Nordisk challenged Willow Health’s express and implied claims regarding its compounded semaglutide product’s claimed superiority, safety, efficacy, and health benefits.

As support for the challenged claims, Willow Health asserted that prescribing decisions made by the individual doctors who consult with each Willow customer are sufficient to substantiate its advertising. Additionally, Willow Health relied on its own statements made in disclosures that its semaglutide products have not been subjected to clinical trials assessing safety or effectiveness.

The National Advertising Division (NAD) determined that Willow Health did not provide evidence to substantiate its express claims regarding health, weight loss, implied benefits, superiority, or the establishment of efficacy. The only sources referenced by Willow Health are published studies concerning Novo Nordisk’s FDA-approved semaglutide products, which NAD found are insufficient to validate claims for compounded alternatives that differ in active pharmaceutical ingredient, formulation, and method of administration.

NAD therefore determined that Willow Health did not establish a reasonable basis for the challenged express and implied claims and recommended it discontinue or modify its advertising to avoid conveying the challenged express and implied claims.

Willow did not provide an advertiser’s statement confirming that it will comply with the NAD recommendations, indicating instead that “Willow maintains that the challenged advertising is truthful and can be substantiated, and therefore does not at this time agree to comply with NAD’s recommendations.”

Because Willow did not provide an advertiser statement confirming that it will comply with the NAD recommendations, NAD will refer Willow Health to the appropriate regulatory authorities, including the relevant state Attorneys General pursuant to Section 5.1(A) of the NAD/NARB Procedures as well as platforms on which the advertising appeared and with which NAD has a reporting relationship.

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 create fair competition for business.

New York, NY – December 3, 2025 – Following a challenge from Capital One, N.A., BBB National Programs’ National Advertising Division found that certain claims for the JPMorgan Chase Bank, N.A. Chase Sapphire Reserve (CSR) credit card and Chase Sapphire Reserve for Business credit card are puffery, while others should be modified or discontinued.

Capital One and Chase are competitors that market credit cards for use by individual consumers and small businesses, including in the “premium” rewards card market.

“Most Rewarding” Claims

Capital One challenged Chase’s claims that its CSR card and CSR for Business card are the “most rewarding card” and “most rewarding business card,” respectively.

The National Advertising Division (NAD) found that Chase’s “most rewarding” claims, absent additional context tying them to specific product features or attributes, are nonactionable puffery. NAD also determined that “most rewarding” card does not convey the message that a consumer will earn the most reward points with that card.

In many contexts, however, Chase’s “most rewarding” claim is juxtaposed with and connected to specific product attributes and benefits. In these contexts, NAD determined that the claim “most rewarding” conveys the superiority message that the CSR cards’ total available suite of benefits and spending-based reward earning opportunities provide the most value to consumers.

NAD found that Chase’s methodology for totaling individual credits and privileges, combined with projected points or rewards, provided a reasonable basis for the “most rewarding” claims, but determined that Chase should disclose to consumers its basis for those claims, given the number of assumptions required in Chase’s analysis.

NAD also cautioned Chase to continually monitor the pricing and nature of the various benefits and rewards it and its competitors offer to ensure that Chase’s claims remain accurate at the time they are made.

“Over $2,500 in Annual Value” and “No Competition”

Capital One also challenged Chase’s claim “And with over $2,500 in annual value,

there’s no competition” for Chase’s CSR for Business card. NAD determined that the portion stating “over $2,500 in annual value” was supported and accompanied by conspicuous disclosures detailing included credits, values, and terms and conditions.

However, NAD determined that the claim “there’s no competition” overstates any potential superiority in the Business card relative to competitors. Therefore, NAD recommended this portion of the claim be discontinued.

“Introducing the Business Card that Gives Back All You Put In”

Capital One challenged Chase’s “Introducing the Business Card that Gives Back All You Put In” arguing that it conveyed the message that cardholders would earn a value of rewards points equivalent to their spending on the card. NAD determined that such a message was not reasonably conveyed.

During the proceeding, Chase informed NAD that it permanently discontinued its “Best Offer Ever” claim in the context of Chase’s CSR card sign-up bonus offer. NAD did not review the voluntarily discontinued claim on its merits and will treat the claim, for compliance purposes, as though NAD recommended it be modified or discontinued.

In its advertiser statement, JPMorgan Chase stated it “is pleased with NAD’s decision and will comply.”

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 create fair competition for business.

Contact:

Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org

New York, NY – December 1, 2025 – Following a compliance review stemming from a prior decision (Case #7376) and concerns submitted by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division will refer Rascals International Limited to the Federal Trade Commission (FTC) for failure to comply with the National Advertising Division’s (NAD) recommendation in the underlying case.

At issue for NAD were claims regarding leak protection, customer satisfaction, and consumer reviews for Rascals brand diapers. In August 2025, P&G raised concerns about ongoing noncompliant claims appearing on Rascals’ website, and NAD requested that Rascals provide an update on its compliance efforts.

In the underlying case, NAD recommended that the claims “Parents are Happier with Rascals” and “210,000+ 5-star reviews of Rascals Products” * “Based on all reviews of Rascals diapers, training pants and wipes across websites globally, including incentivized and organic reviews” be discontinued or modified to reflect sound and credible counts of its 5-star reviews. Rascals agreed to comply with NAD’s recommendations.

NAD also noted that Rascals had agreed to permanently discontinue the claim “12 hours of advanced leak protection” and based on that representation, NAD did not review that claim on the merits.

12 Hours of Advanced Leak Protection

In general, NAD’s compliance review extends to the same or substantially similar claims to those originally challenged but does not apply to new claims. Rascals revised its leak protection claim to say “up to 12 hours of protection,” arguing that this “new” claim was not appropriate for a compliance review. NAD determined that the up to claim is in fact substantially similar to the original claim “12 hours of advanced leak protection” and therefore recommended that it be discontinued.

Parents Are Happier with Rascals

The “Parents are Happier with Rascals” appeared on Rascals’ website for five months after the initial case concluded. Website claims, particularly those on a company’s own website, can be modified more expeditiously than claims in other formats, and priority should be given to those claims among all claims that should be discontinued. Rascals indicated that the challenged claim no longer appears on the website.

“210,000 5-Star Reviews Globally”

Rascals stated that it conducted an audit and re-evaluation of its 5-star reviews and revised its “210,000+ 5-star reviews of Rascals Products” claim based on the result of its audit. NAD found the revised claim, “210,000 5-Star Reviews Globally,” to be substantially similar to the challenged claim and recommended that it be discontinued or modified to reflect sound and credible counts of its 5-star reviews.

The revised associated disclosure, “Based on all reviews of Rascals diapers, training pants and wipes across websites globally, including incentivized and organic reviews,” appears immediately adjacent to the claim. However, NAD determined that while the revised disclosure is clear and conspicuous on the Rascals website, it is neither clear nor conspicuous when appearing in the product listing, where it appears via a small, hyperlinked footnote in a block of disclosures. NAD recommended that any disclosures be clearly and conspicuously displayed on the same page and immediately adjacent to the claim they modify.

Rascals refused to comply with NAD’s recommendation concerning the “up to 12 hours of protection” claim. Consequently, NAD will refer the matter to the FTC and to the platforms on which the advertising appeared and with which NAD has a reporting relationship.

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 create fair competition for business.  

New York NY – November 25, 2025 – Following a Fast-Track SWIFT challenge from The Procter & Gamble Company (P&G) regarding influencer and social media advertising for One Home Brands, Inc. d/b/a Blueland, BBB National Programs’ National Advertising Division determined that certain uses of the TikTok Shop “creator earns commission” disclosure were appropriate.

Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD). Blueland is a household products company that competes with P&G and advertises through a variety of methods, including influencer and affiliate marketing.

The challenged social media posts were posted by individuals who promote Blueland’s cleaning products.

NAD reviewed the use of TikTok Shop by creators to promote Blueland’s cleaning products, using the “creator earns commission” disclosure as required by the TikTok platform. Based on the specific context in which the disclosure appears, for those creators who were provided free product and whose only other relationship to Blueland is to participate in the TikTok shop affiliate program, NAD found that TikTok’s automated disclosure “creator earns commission” sufficiently informs consumers that a commercial relationship exists between the creators and Blueland and that no additional disclosure is necessary.

During the proceeding, Blueland stated that it had identified certain TikTok Shop posts from four creators who may have received additional compensation based on other partnerships with Blueland separate from their participation in the TikTok Shop affiliate program and requested those creators modify their posts to include additional disclosures regarding their partnership with Blueland, or discontinue the posts.

In addition, Blueland stated it would work with past and present creators of sponsored posts to revise other challenged posts to include clear and conspicuous disclosures.

Therefore, NAD did not review the voluntarily modified or discontinued claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be modified or discontinued.

With respect to influencers who had no material connection to Blueland, because third-party statements are not considered Blueland’s advertising, therefore, NAD did not review these claims on the merits due to lack of jurisdiction.

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 create fair competition for business.