In National Advertising Division Fast-Track SWIFT Case, SharkNinja Voluntarily Modifies Disclosure for “500x Less Dust Exposure” Claim

New York, NY – August 21, 2024 – The BBB National Programs National Advertising Division has closed a Fast-Track SWIFT challenge initiated by Dyson, Inc. regarding advertising by SharkNinja Operating, LLC for its Shark Clean & Empty Cordless Stick Vacuum & Auto-Empty System.

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

Dyson challenged the adequacy of the disclosure used in connection with SharkNinja’s claim that its Clean & Empty Vacuum offers “500x less dust exposure* (*Based on third-party plume testing while emptying vs. manual empty),” in digital advertising, third-party retailer websites, on SharkNinja’s website, and product packaging.

In response to Dyson’s SWIFT challenge, SharkNinja informed NAD that it has permanently discontinued use of the disclosure identified by Dyson and that all future claims of comparative dust exposure will include a modified disclosure clearly stating the basis of comparison, which is a comparison to the Shark Navigator.

Therefore, NAD did not review the challenge on the merits and will treat the advertising, for compliance purposes, as though NAD recommended it be discontinued.

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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 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 leveling the playing field for business. 

Contact:
Jennie Rosenberg
Media Relations
BBB National Programs
[email protected]