In National Advertising Division’s Fast-Track SWIFT Case, SharkNinja Voluntarily Amends Disclosure for ‘500x Lower Dust Exposure’ Claim
The BBB National Programs National Advertising Division has completed a Fast-Track SWIFT Contest initiated by Dyson, Inc. regarding SharkNinja Operating, LLC’s advertising of its Shark Clean & Empty cordless stick vacuum and automatic emptying system.
New York, NY, August 21, 2024 (GLOBE NEWSWIRE) — The BBB National Programs National Advertising Division has completed a Fast-Track SWIFT Contest initiated by Dyson, Inc. regarding SharkNinja Operating, LLC’s advertising of its Shark Clean & Empty cordless stick vacuum and automatic emptying system.
Fast-Track SWIFT is an expedited process for individual advertising cases referred to the National Advertising Division (NAD).
Dyson has challenged the adequacy of the disclosure used in connection with SharkNinja’s claim that its Clean & Empty Vacuum offers “500x lower dust exposure* (*based on third-party emissions testing when emptying compared to manual emptying)” in digital advertising, on third-party websites, on SharkNinja’s website and on product packaging.
In response to Dyson’s SWIFT challenge, SharkNinja informed NAD that it has permanently discontinued use of the disclosure provided by Dyson and that all future comparative dust exposure claims will include an amended disclosure clearly setting forth the basis for comparison, namely a comparison to the Shark Navigator.
For this reason, NAD has not reviewed the substance of the appeal and will, for compliance reasons, treat the advertisement as if NAD had recommended its discontinuance.
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About national BBB programs: BBB National Programs, a nonprofit organization, is home to the U.S. independent industry self-regulatory organization. It currently operates more than a dozen globally recognized programs that have helped build consumer trust in businesses for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, creating a fairer playing field for businesses and a better experience for consumers. BBB National Programs is continually evolving its work and increasing its impact by providing business advice and promoting best practices in areas such as advertising, marketing to children and teens, privacy, dispute resolution, auto warranty, technology and new areas. For more information, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of the BBB National Programs provides independent self-regulatory and dispute resolution services and monitors the truthfulness of advertising throughout the United States. The NAD reviews national advertising across all media and, through its decisions, sets uniform standards for the truthfulness and accuracy of advertising, provides meaningful protections for consumers, and creates a level playing field for businesses.
CONTACT: Jennie Rosenberg Media Relations BBB National Programs [email protected]
