Tag: English

The annual Bellwether survey spoke to 308 lawyers at small and mid-sized law firms across England and Wales to understand how firms are adapting to a fast-changing legal market. The findings reveal a sector becoming increasingly cautious – focused on sustainable, organic growth rather than aggressive expansion.

LONDON, 13 May 2025 – Today, LexisNexis^®, a leading global provider of legal information and analytics, released a new report – Bellwether 2025: Marginal gains – The hidden levers of growth. The report reveals that amid economic uncertainty and rising overheads, smaller firms are prioritising control and sustainability over scale.

Mergers and acquisitions are falling out of favour. Instead, nearly three-quarters (72%) of lawyers surveyed said their firm plans to grow organically, up from 63% in 2024 and 40% in 2023. Just 5% are considering mergers or acquisitions, compared with 10% last year and 13% in 2023. The biggest reasons for this shift are financial risk (53%) and difficulty finding the right partner (50%).

When asked what’s holding their firm back from achieving their business goals, the most cited barrier was the tough economic climate (37%).

Despite these headwinds, there are signs of resilience. Over half (58%) of lawyers at small and mid-sized firms reported revenue growth, up ten percentage points from last year.

“Firms are seeking full control over their operations, signalling a careful rebalancing rather than a race to scale,” said Tim Rayner, Small Law Market Lead at LexisNexis UK.

That same caution is shaping investment decisions. While tech spending has cooled slightly, 43% of firms still plan to invest soon, suggesting a move toward more deliberate, phased adoption. Legal recruitment is also on the rise, with 39% of firms planning to hire in the next 12 months.

Client expectations continue to rise. Four in five lawyers (80%) report increased pressure to respond faster, while 50% say clients now expect clear, upfront pricing. A third (33%) say clients are demanding more flexibility in how legal services are delivered.

AI is beginning to influence these decisions, with 39% of firms saying it has driven increased tech investment, particularly in legal research and document automation. However, data and analytics remain underused, and internal barriers such as limited time and resistance to change are slowing progress.

Commenting on the report, Rayner added:

“This year’s findings show that small firms aren’t standing still. They’re moving forward with purpose. Growth, investment and innovation are happening, not through radical change, but through smart, sustainable decisions that protect profit margins and deepen client relationships.”

These careful, incremental choices are proving to be the foundation for long-term success and stronger, more resilient client relationships.

Now in its thirteenth year, the Bellwether Report reveals a sector advancing with intent, favouring marginal gains over sweeping transformation.

About LexisNexis Legal & Professional

LexisNexis Legal & Professional^® provides legal, regulatory, and business information and analytics 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.

Notes for editors

• This press release is embargoed until 00:01 on 12 May, 2025
• You can view an ungated version of the report here: https://www.lexisnexis.co.uk/insights/bellwether-2025/index.html
• Please link to the gated report in any articles: https://www.lexisnexis.co.uk/research-and-reports/bellwether-2025.html

New York, NY – May 8, 2025 – As part of its routine marketplace monitoring, BBB National Programs’ National Advertising Division found certain claims for Amazentis SA’s Mitopure Cellular Nutrition supported but recommended other cellular performance and muscle function claims be modified or discontinued.

Mitopure Cellular Nutrition is a dietary supplement developed to counteract age-related decline in muscle and cellular health. In support of its claims, Amazentis submitted numerous studies on the impact of aging on muscle function as well as of exercise on muscle function in older populations.

The National Advertising Division (NAD) examined whether the studies demonstrate that Mitopure, when taken as directed, provides the claimed benefits.

Cellular Performance Claims

NAD found that the submitted studies are sufficiently reliable and provide a reasonable basis for the “Clinically proven to revitalize mitochondria” portion of the longer claim “Clinically proven to revitalize mitochondria & boost muscle function.”

However, regarding the claim, “Mitopure® is the first nutrient clinically-proven to trigger a crucial recycling process within our cells called mitophagy, preventing age-related cellular decline,” NAD noted that the evidence submitted was not a good fit for the challenged claims for several reasons and recommended that this claim be modified to remove the reference to “first.”

Muscle Function Claims

In support of the muscle function claims (“boost muscle function,” “Muscle strength increases by up to 12% in 16 weeks”), Amazentis relied on studies which, NAD found were not a good fit for the challenged claims.

NAD recommended that the claims “boost muscle function” and “Muscle strength increases by up to 12% in 16 weeks” be modified to reflect the results of the study, i.e., hamstring muscle in obese, sedentary middle-aged adults, and that the context of the advertising in which it appears should avoid conveying that the results reflect what slim or athletically-built adults can achieve.

NAD also found that the submitted studies did not support the claim “Muscle endurance increases by up to 15% after 8 weeks because the dose was twice the recommended dose” and recommended it be discontinued.

During the inquiry, Amazentis agreed to modify the challenged claim “Muscle strength increases by up to 21% in 16 weeks” to reflect the results of a submitted study. The voluntarily discontinued claim will be treated, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Amazentis stated that while it disagrees with elements of the NAD’s analysis, it “agrees to comply with the NAD’s recommendations.”

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 promoting fair competition for business.  

Recognition underscores LexisNexis’ commitment to delivering trusted, AI-powered business intelligence solutions.

New York, NY — May 6, 2025 — LexisNexis^® Legal & Professional, a leading global provider of AI^™ powered analytics and decision tools, is proud to announce that its Nexis+ AI^™ platform has been awarded Best Innovation in Generative AI at the 2025 AI TechAwards, powered by DevNetwork.

“Developer tools and technology are leading the way for software developers and engineers to build the global technology ecosystem. This win for LexisNexis showcases their leading role in the growth and innovation across the software industry,” said Jonathan Pasky, Executive Producer of DevNetwork, Producer of AI DevSummit and the 2025 AI TechAwards.

This prestigious accolade further underscores the transformative impact Nexis+ AI has oncorporate research and decision-making processes. Launched in July 2024, Nexis+ AI integrates advanced generative AI capabilities with a range of licensed news publications and corporate data sources. The platform empowers professionals to:

• Conduct rapid, conversational searches across trusted content.
• Summarize complex documents and extract key insights.
• Generate first-draft reports with cited sources.
• Analyze vast datasets to inform strategic decisions.

“We approached Nexis+ AI with the goal of delivering generative AI innovation that meets enterprise-grade standards for relevancy, security, and transparency, while protecting our publisher’s IP rights” said Snehit Cherian, Chief Technology Officer, Nexis Solutions. “This recognition reinforces that we’re delivering real value, and it motivates us to keep advancing what’s possible with AI.”

“Nexis+ AI was designed to meet the real-world needs of professionals who make high-stakes decisions every day,” said Dani McCormick, VP of Product at Nexis Solutions. “This award is a reflection of our team’s deep commitment to building AI tools that are intuitive, trusted, and integrated into the core of our users’ workflow.”

The 2025 AI TechAwards celebrate technical innovation, adoption and reception in the AI & Machine Learning industry and by the developer community. Award winners were selected across 20 categories from hundreds of nominees by the independent, expert-led DevNetwork Advisory Board, based on criteria such as technical innovation, industry recognition, and adoption by the developer,
engineering, and IT communities.

For more information about Nexis+ AI, visit www.lexisnexis.com/nexisai

About LexisNexis Legal & Professional

LexisNexis Legal & Professional provides legal, regulatory, and business information and analytics that help customers increase productivity, improve decision-making, 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.

Media Contact:

Leela Bozonelis
Global Product Marketing Director
Nexis Solutions, a Division of LexisNexis
leela.bozonelis@lexisnexis.com

Jennifer Johnston
Plat4orm PR
jennifer@plat4orm.com

New York, NY – May 5, 2025 – In a challenge brought by competitor Gruma Corporation, BBB National Programs’ National Advertising Division recommended Olé Mexican Foods, Inc. discontinue challenged sodium content claims for its La Banderita brand Flour Tortilla Products.

Olé and Gruma manufacture and sell competing varieties of tortillas. At issue for the National Advertising Division (NAD) was whether Olé’s advertising understated the sodium content for its La Banderita brand Flour Tortilla Products.

As Olé did not provide any substantiation for the sodium content claims, NAD determined that the claims were not supported. Accordingly, NAD recommended that Olé discontinue any re-posting or restating of the unsupported sodium content claim and the sodium daily value declared in its advertising, including on its website, on Olé’s La Banderita store page on Amazon.com, and on any other third-party retailer websites.

During the inquiry, Olé agreed to permanently discontinue the claim “Sin Conservadores” and “Without Preservatives” on all La Casera Corn Products. NAD did not review the discontinued claim and will treat it, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Olé said it “respects the self-regulatory process and will comply with NAD’s recommendation.”

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 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 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.

New York, NY – May 1, 2025 – Following a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division found that Essor Group, Inc. provided a reasonable basis for claims that its Boka toothpastes are made with Nano-hydroxyapatite (nHA). However, the National Advertising Division (NAD) recommended that Essor discontinue claims that Boka toothpaste remineralizes and whitens teeth, as well as prebiotic claims related to Boka mouthwash. 

Essor markets and sells oral care products, including toothpaste, mouth rinses, and whitening kits, which contain nHA – instead of fluoride – as the primary ingredient. P&G sells oral care products containing fluoride under the Crest brand.

Remineralization Claims

NAD reviewed the evidence submitted by Essor in support of its remineralization claims.

Because none of the evidence tested Boka toothpaste and there was no appropriate surrogate, NAD concluded that Essor did not provide a reasonable basis to support a product claim that the Boka toothpaste remineralizes or fortifies teeth or enamel. Additionally, NAD concluded that there was insufficient evidence submitted to support the claim that the ingredient nHA remineralizes teeth.

NAD therefore recommended that the claims be discontinued, including variations such as “remineralizes enamel” and “helps fortify the surface of teeth.”

Whitening Claims

While the claim that Boka toothpaste whitens teeth was not specifically challenged, NAD examined the claim upon request. Essor did not submit any studies that tested its product but argued that its whitening claim is supported by the brushing action of the toothbrush used to apply the toothpaste; the abrasives and exfoliants (silica and sodium bicarbonate) in the toothpaste; and the presence of nHA, which whitens teeth by depositing hydroxyapatite crystals on the enamel surface.

After reviewing the evidence, NAD concluded that Essor had not provided a reasonable basis for the claim that its toothpastes whiten teeth and recommended that the claims be discontinued.

Prebiotic Claim

Essor claimed its “Boka mouthwash has prebiotics to help maintain a healthy microbiome so you can have fresher breath,” explaining that it contains a prebiotic called preBIULIN.

Essor submitted one in vitro and three in vivo studies of preBIULIN in support of this claim, none of which tested the Boka mouthwash itself. NAD determined that these studies could not support the challenged claim for several reasons and, therefore, recommended that the claim be discontinued.

During the proceeding Essor voluntarily agreed to permanently discontinue several claims for its Boka oral care products. Therefore, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Essor stated that it will appeal NAD’s decision regarding the remineralization and whitening claims on Boka toothpaste in addition to the “prebiotics” claim on Boka mouthwash because it “respectfully disagrees with NAD’s recommendations and reasoning.”

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 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 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 fair competition for business.

New York, NY – April 30, 2025 – In a Fast-Track SWIFT challenge brought by competitor GuruNanda, LLC, BBB National Programs’ National Advertising Division recommended that Oral Essentials, Inc. discontinue the claim that its Lumineux mouthwash products are “Microbiome Safe.”

Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD).

To back its “microbiome safe” claim, Oral Essentials submitted an in vitro study examining the effect of four mouthwash variants on five prominent species of bacteria linked to plaque, gingivitis, and cavities. The study reported the use of mouthwash did not decrease the population of any of the five strains of bacteria.

NAD found the in vitro study was not a good fit to support the challenged claim. In this study, only five out of the numerous species of bacteria in the mouth were tested, which is insufficient to support a claim that the product is safe for the entire microbiome.

NAD also questioned the in vitro study’s real-world relevance to consumer use and noted that although the study concluded that there was “[n]o decrease” for every strain of bacteria tested, the numbers reveal that some strains did see a decrease in population.

NAD therefore concluded that Oral Essentials has not met its burden of providing a reasonable basis for the claim that its mouthwash products are “Microbiome Safe” and recommended the challenged claim be discontinued.

In its advertiser statement, Oral Essentials stated, “As a strong supporter of NAD, Oral Essentials will follow NAD’s recommendations.”

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 promoting fair competition for business.

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

New York, NY – April 30, 2025 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division recommended that Cox Communications, Inc., in connection with its Cox Internet service:

• Discontinue the claim “Multi Gig Speeds Everywhere” or modify it to accurately reflect the availability of its 2 Gbps tier service.
• Discontinue the claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet” in markets where AT&T offers a fiber product with speeds faster than 100 Mbps to small business customers or modify its advertising to avoid conveying certain implied messages.

AT&T and Cox are internet service providers that offer competing services in certain markets across the United States.

Multi-Gig Speeds

AT&T argued that Cox’s “Multi gig speeds everywhere” claim is misleading as it conveys that Cox offers both multi-gig download and upload speeds when the company’s internet service only offers multi-gig download speeds. It further argued that the multi-gig download speeds that Cox offers are not actually available everywhere.

The National Advertising Division (NAD) found, in the context in which the claim appears, in all but one of the challenged advertisements, Cox’s claim to offer “Multi-gig speeds” does not convey the message that Cox offers both download and upload speeds of at least 2 Gbps.

NAD determined, however, that one commercial conveyed the message that Cox offers multi gig upload speeds. Because no evidence in the record supported that message, NAD recommended that the commercial be modified to avoid conveying the message that Cox offers multi gig upload speeds.

NAD further determined that the claim “Multi gig speeds everywhere” must be supported by evidence that the availability of the advertised service extends to 100% of customers in any areas where the claim is made. Because there was no evidence that services extend to all customers in every area where the services are advertised, NAD recommended Cox discontinue the claim or modify it to accurately reflect the availability of its 2 Gbps services.

“20x Faster Than . . . AT&T 5G Internet”

AT&T also challenged Cox’s claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet.”

NAD noted that in the internet service provider market, consumers reasonably expect speed superiority claims to be based on a comparison of competing service tiers with the most equivalent speeds.   

NAD found that Cox’s comparative speed claims convey the message that AT&T 5G (with its 100 Mbps top speed) is AT&T’s fastest business internet offering. NAD determined that such a message would be unsupported in markets where AT&T offers its faster fiber product.

Accordingly, NAD recommended that in markets where AT&T offers a fiber product with speeds faster than 100 Mbps to small business customers, Cox should discontinue its claim “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet” or modify its advertising to avoid conveying the message that AT&T 5G is AT&T’s fastest offering and other related implied messages.

During the proceeding, Cox voluntarily permanently discontinued claims that Cox is the nation’s fastest internet provider that were based on an award from the website HighSpeedInternet.com. Therefore, NAD did not review these express claims or the corresponding implied claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Cox stated that while it disagrees with certain aspects of NAD’s decision, it will comply with NAD’s decision and “is a strong supporter of self-regulation and will take NAD’s recommendations into account in developing its future advertising.”

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 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 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.

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.”

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 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 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.

New York, NY – April 29, 2025 – In a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division has found certain express and implied claims made by Reckitt Benckiser LLC supported, including an EPA-approved product label “eliminates odors by killing odor causing bacteria” claim, influencer social media posts, and claims comparing its Lysol Air Sanitizer to air fresheners.

The National Advertising Division (NAD), however, recommended Reckitt discontinue unqualified “eliminates odor” claims made on websites, in commercials, and on social media.

Odor Elimination Claims

P&G challenged several variations of the “eliminates odor” claim on Lysol Air Sanitizer’s product label, on Reckitt’s website and third-party websites, in commercials, and on social media.

Some advertising claims for antimicrobials, disinfectants, and sanitizers require EPA approval. When NAD reviews advertising claims that are also subject to regulatory oversight, NAD makes every effort to harmonize its decision with the regulatory framework.

The EPA’s review of advertising claims is not a substitute for and does not preclude NAD’s review of the claims as EPA’s focus and expertise centers on representations regarding safety and efficacy while NAD’s mission and expertise is focused on the truth and accuracy of claims in context.

NAD found that different messages were conveyed by the “eliminates odor” claim on different platforms.

• Regarding the claim made in the challenged website video and in the three challenged commercials, NAD determined that in context the claim conveys a message that Lysol Air Sanitizer eliminates all malodors, not just malodor-causing bacteria, at both a molecular and sensory level.
• For the website claim, NAD found that in context the “eliminates odor” claim conveyed a message that Lysol Air Sanitizer eliminates the perception of all odors.

NAD found that the evidence submitted by Reckitt is not a good fit for the message that Lysol Air Sanitizer eliminates all odors at a molecular level. Additionally, NAD found that Reckitt’s St. Croix testing did not support the broad claims that Lysol Air Sanitizer eliminates all odors at a sensory level.

Accordingly, NAD recommended that Reckitt discontinue any “eliminates odor” claims that convey the unsupported message that Lysol Air Sanitizer eliminates all household malodors, not just malodor-causing bacteria, at a molecular level and the unsupported message that Lysol Air Sanitizer eliminates the perception of odor at a sensory level at the time the product is sprayed.

However, based on EPA and state approval of the Lysol Air Sanitizer label, NAD determined that the product label claim that Lysol Air Sanitizer “eliminates odors” with the qualifying disclosure “Eliminates odors by killing odor-causing bacteria in the air” was supported.

Comparison to Air Fresheners

P&G challenged claims made in commercials, website advertising, and social media posts that directly compare Lysol Air Sanitizer to air freshener products.

In the challenged advertising, NAD found that one reasonable message conveyed is that while both products address odor, only Lysol Air Sanitizer can remove viruses and bacteria from the air. NAD determined that none of the challenged advertising conveys a broad message that Lysol Air Sanitizer is superior to Febreze or other air fresheners, generally, or with respect to eliminating odor.

NAD noted that nothing in this decision prevents Reckitt from making supported odor reduction claims.

Social Media Advertising

P&G challenged TikTok posts by a Lysol influencer partner arguing it showed improper use of the product. NAD found that the challenged posts show the product being used according to label instructions.

P&G also challenged a consumer-generated TikTok video, posted by a non-Lysol influencer partner, that clearly strays from the product-use instructions. NAD recommended Reckitt take reasonable efforts to ensure the video is discontinued or modified to represent proper product use instructions.

During the inquiry, Reckitt informed NAD that it had permanently discontinued certain TikTok videos that P&G argued showed the product being used contrary to product-use instructions. The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued. 

In its advertiser statement, Reckitt stated it “disagrees with NAD’s conclusions that its industry-standard sensory testing & results cannot support general odor elimination claims but accepts NAD’s findings regarding the advertising reviewed.”

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 promoting fair competition for business.