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The Ad Watchers: Daily Summaries Delivered
by BBB National Programs
Join National Advertising Division attorneys on this podcast as they explore advertising claims and what it means to put them to the truthfulness test.
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- 2 weeks ago34 min
Ad Watchers: How Should Brands Advertise Infant Care Products Without Overpromising?
With heightened consumer expectations around safety, transparency, and performance, infant care brands face growing pressure to ensure their advertising claims are properly supported. In this episode of Ad Watchers, NAD attorneys explore the evolving and innovative landscape of infant care marketing, from infant formula and diapers to AI-powered baby monitors and bassinets. Learn about recent cases and ensuring vulnerable audiences fully understand the benefits and limitations of advertised products in this multidimensional category. Related Resources: NAD Case #7422: Kendal Nutricare Limited Appeal: NARB Case #7422-342: Kendal Nutricare Limited NAD Case #7347: Kendamil Infant Formula Packaging NAD Case #7098: Perrigo Company plc NAD Case #7248: Kimberly-Clark Inc. NAD Case #7376: Rascals International Limited NAD Case #7064: WaterWipes NAD Case #7086: WaterWipes NAD Case #7544: UdiSense, Inc. (Nanit) NAD Case #7485: Dorel Juvenile Group, Inc. NAD Case #7486: ADC Solutions USA, LLC d/b/a Horizon Brands, LLC Enjoyed this episode? Get caught up on past seasons of the Ad Watchers and subscribe to never miss an episode. Chapters: 00:00 – Welcome and infant care case overview Introduces the episode’s focus on infant formula, diapers and wipes, monitors, bassinets, and related infant-care product claims. 02:26 – Infant formula claims: natural, clean, and comparative nutrition Covers Kendall Mill claims around natural ingredients, clean formula messaging, and comparative nutrition support. 05:37 – Cognitive development and European sourcing claims Looks at MFGM, whole milk, breast-milk comparisons, and European-origin symbolism on packaging. 12:23 – Formula savings and affordability claims Examines savings claims for hypoallergenic infant formula and where broader equivalence messaging went too far. 15:06 – Diaper fit, absorbency, and biodegradable claims Reviews best-fitting diaper claims, quantified absorbency claims, and the need to qualify biodegradable messaging under the FTC Green Guides. 20:24 – Baby wipes claims and diaper-rash messaging Covers number-one wipe claims, clinically proven language, and implied safety or superiority messaging in wipes advertising. 23:25 – Smart baby monitor claims and category expansion Explores number-one baby monitor and number-one smart baby monitor claims and how NAD viewed the broader monitor category. 26:31 – AI bassinets and AI-powered baby monitors Breaks down claims about cry translation, emotion detection, and AI-supported device functionality. 30:30 – Safety claims and COPPA issues in connected infant products Covers strong safety messaging, detection limitations, and COPPA-related review o
- May 7, 202622 min
Ad Watchers: Are pet product claims more marketing than reality?
Ad Watchers: Are pet product claims more marketing than reality? Pet product advertising is facing increased scrutiny, and recent National Advertising Division (NAD) cases highlight why precision in claims matters. In this episode of Ad Watchers, NAD attorneys break down key cases involving “human-grade” pet food, ingredient and comparative claims, savings messages, Made in USA qualifications, and common issues like puffery and odor or stain elimination claims. The episode underscores a critical point for advertisers: substantiation standards apply just as rigorously to pet products as they do to products for humans. Related Resources: NAD Case #7546: Freshpet, Inc. NAD Case #7360: POOPH Pet Odor & Stain Eliminator NAD Case #7378: PetIQ NextStar Flea & Tick Topical Enjoyed this episode? Get caught up on past seasons of the Ad Watchers and subscribe to never miss an episode. The post Ad Watchers: Are pet product claims more marketing than reality? appeared first on BBB National Programs.
- Apr 8, 202624 min
Ad Watchers: What Can Brands Say About Health Without Crossing the Line?
In this episode, the National Advertising Division (NAD) examines the rapid rise in pharma and health-related cases—now a significant and growing share of its docket. The conversation explores some of today’s most closely scrutinized issues, including GLP-1 and compounded drug claims, and a wide variety of health claims from eczema to plantar fasciitis, as well as strikethrough pricing and endorsement disclosures. This episode offers a timely look at how self-regulation is shaping industry practices through its wide-ranging guidance amidst increasing legal and regulatory pressure. Related Resources: NAD Case #7455: Galderma Laboratories, L.P. NAD Case #7489: Agendia, Inc. NAD Case #7534: Midi Health, Inc. NAD Case #7518: Fletcher Family Medical NAD Case #7430: The Good Feet Store Enjoyed this episode? Get caught up on past seasons of the Ad Watchers and subscribe to never miss an episode. The post Ad Watchers: What Can Brands Say About Health Without Crossing the Line? appeared first on BBB National Programs.
- Sep 10, 202523 min
In Your Face – Where do you draw the line with denigration?
It is common for advertisers to engage in a little healthy competition, directly comparing their products to a competitor’s to inform consumers about the differences between them. But what happens when things get mean? It crosses the line when denigrating claims are false. The National Advertising Division’s (NAD) mission is to ensure that consumers are getting accurate advertising, to enhance trust in the marketplace. In this final episode of the season, hosts Annie and Eric discuss denigrating claims cases that have come before NAD and how our advertising lawyers break down when a line has been crossed. Tune in to learn practical lessons for advertisers, lawyers, and marketing teams navigating competitor claims. Related Resources: 2025 NAD Annual Conference – register now! Goose Creek Candles “Bath, Body & Home” Genexa Kids Pain Medicine Molson Coors “Tastes Like Water” Welch’s Fruit Snacks Vrbo Host-Free Claims Tempur-Pedic Flimsy Mattresses Dollar Shave Club Parity AT&T’s DirectTV Blue Buffalo Competing Pet Foods Chapters 00:00 – Intro & NAD Conference Reminder 02:00 – Defining Denigrating Advertising 03:00 – Goose Creek vs. Bath & Body Works: “Harmful chemicals” claims 05:00 – Genexa vs. Johnson & Johnson: Ingredient comparisons gone wrong 09:50 – Vrbo vs. Airbnb: “Host-free” campaign and implied disparagement 11:00 – Tempur-Pedic vs. Sleep Number: “Air mattress” claims 18:00 – Blue Buffalo vs. Mars Petcare: Comparative claims and consumer perception 21:30 – Key Takeaways: Humor isn’t a defense, keep it narrow, expect challenges 22:10 – Closing & Season Wrap The post In Your Face – Where do you draw the line with denigration? appeared first on BBB National Programs.
- Aug 6, 202526 min
Influencer Marketing Consumer Insights: What can lead to distrust?
In 2024, 82% of U.S. marketers used influencer partnerships in ad campaigns at a value of a whopping $24 billion. Influencer marketing is a key cornerstone of marketing campaigns, but how much do consumers trust influencers and influencer marketing? In this episode of Ad Watchers, hosts Annie and Eric are joined by Katie Goldstein of SuperAwesome to discuss recent data commissioned by the National Advertising Division to establish consumer trust in influencer advertising. The survey found that one of the biggest reasons for distrust in influencers is a lack of transparency and honesty about brand association and the disclosure of the connection to the brand. They dig into the data, discuss influencer best practices for brands, and learn about influencer trust as it relates to children. Key Takeaways: 00:00 Influencer marketing is a cornerstone of modern advertising. 05:48 Consumers expect transparency in influencer-brand relationships. 10:16 Younger demographics are more trusting of influencers but require clear disclosures. 17:09 AI in advertising poses potential risks for misleading claims. 23:02 Key Takeaways and Conclusion: Parents should actively engage with their children’s online content. Not all influencer content is harmful; some can be beneficial. Brands need to align with influencers who share their values. Transparency is crucial for building trust with younger audiences. The FTC emphasizes the need for clear advertising disclosures to kids. Understanding the content can lead to better conversations between parents and children. Related Resources: 2025 Influencer Trust Index Children’s Advertising Review Unit (CARU) CARU COPPA Safe Harbor Program CARU Pre-Screening Services The post Influencer Marketing Consumer Insights: What can lead to distrust? appeared first on BBB National Programs.
- Jul 16, 202530 min
Time for a Health Claims Checkup?
Health-related advertising claims are held to a higher standard of proof than other claims. For health-related claims, a “reasonable basis” requires advertisers to provide competent and reliable scientific evidence (CARSE). In this episode, your hosts Annie and Eric dig into the weeds of National Advertising Division cases on GLP-1, claims that certain foods could “boost brain health,” performance claims like “live longer” and “jump higher,” and other drug and dietary supplement claims, including those targeted to creating a “calm mood” in children. Key Takeaways 00:00 Introduction to the National Advertising Division 00:56 Health Claims Overview 02:22 Regulatory Guidance on Health Claims 05:17 Competitor Challenges in Health Claims 08:38 Nutritional Claims and Evidence 11:31 Dietary Supplements and Drug Claims 14:24 Case Studies on Dietary Supplements 15:46 Advertising to Different Audiences 19:07 Claims in Sports Performance Products 22:26 Pain Relief Products and Evidence 23:51 Oral Care Products and Claims 28:36 Final Tips and Conclusion The post Time for a Health Claims Checkup? appeared first on BBB National Programs.
- Jun 3, 202524 min
Expanding Knowledge of Soft Law – What is CISR?
The U.S. advertising industry founded the National Advertising Division (NAD) to build consumer trust in advertising and support fair competition in the marketplace. Through this soft law model, responsible brands voluntarily discontinue or modify challenged misleading ad claims. In this era of deregulation, industry leaders can learn from the advertising industry and keep moving forward even if government does not. In this episode of Ad Watchers, hosts Annie and Eric talk with Howard Smith, the Executive Director of the Center for Industry Self-Regulation (CISR), a charitable non-profit that is working to educate industries on the power of soft law. Howard discusses the current landscape, the call to action for business leaders to embrace industry self-regulation models for addressing systemic industry challenges, and how CISR is working on an education intuitive that will help provide a long-term solution. Related Resources: CISR’s Research Center Curriculum for Law, Business, and Public Policy Schools CISR’s Incubator for New Ideas The post Expanding Knowledge of Soft Law – What is CISR? appeared first on BBB National Programs.
- May 6, 202528 min
5 Years of SWIFT – Does it meet the need for speed?
A single-issue ad law case does not mean it is not an important issue. For the last 5 years, the Fast-Track SWIFT filing track has addressed the increasing speed of online campaigns and the demand for the challenge process to keep pace, issuing decisions within 20 days of the challenge. In this episode of Ad Watchers, hosts Annie and Eric discuss the rapid rise in single-issue advertising NAD challenges, a 3-fold increase in the last three years, and outline the types of cases seen, such as disclosure and #1 claims. Related Resources: Fast-Track SWIFT National Advertising Division Finds ‘Verizon Is the Number One Network Choice in Public Safety’ Claim in Verizon Frontline Commercial Supported National Advertising Division Recommends DREO Limited Discontinue “#1 Brand” Claims for its Fans and Heaters National Advertising Division Recommends Tempur-Pedic Discontinue Disparaging Claims Against Sleep Number National Advertising Review Board Recommends that Perrigo Discontinue ‘#1 Brand of Flossers’ Claims for its Plackers Brand Dental Floss Products National Advertising Division Finds T-Mobile’s Claim that it is the First and Only Wireless Provider to Partner with Starlink Supported In National Advertising Division Fast-Track SWIFT Challenge Behr Voluntarily Discontinues “No Comparable Product” Claim National Advertising Division Recommends Oral Essentials Discontinue “Enamel Safe” Claim for Lumineux Whitening Mouthwash The post 5 Years of SWIFT – Does it meet the need for speed? appeared first on BBB National Programs.
About The Ad Watchers
Join National Advertising Division attorneys on this podcast as they explore advertising claims and what it means to put them to the truthfulness test.
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