![\"\"](\"https:\/\/icrowdnewswire.com\/wp-content\/uploads\/2024\/07\/69073567-NAD_PC_RGB_300x300.png\")
<\/p>\n<\/p>\n
New York, NY \u2013 July 29, 2024 \u2013<\/em> In a challenge brought by competitor Dyson, Inc., BBB National Programs\u2019 National Advertising Division determined that SharkNinja Operating Company LLC provided a reasonable basis for its claim that the Shark Cordless Detect Pro Auto-Empty System base \u201cholds dirt and debris for up to 30 days.\u201d<\/p>\n NAD further determined that SharkNinja provided a reasonable basis for its modified claims that:<\/p>\n However, the National Advertising Division (NAD) recommended that SharkNinja discontinue or modify certain \u201c50% better dirt pick up\u201d claims and comparative cleaning claims vs. other Shark vacuums.<\/p>\n 50% Better Pick Up Claims<\/strong><\/p>\n The National Advertising Division (NAD) found that SharkNinja\u2019s \u201cup to 50% better dirt pickup\u201d claim reasonably conveys a comparative superiority message that the Detect Pro achieves up to 50% better dirt pickup than other competing vacuums.<\/p>\n In the absence of evidence supporting the comparative superiority claim, NAD recommended that SharkNinja discontinue the claim or modify it to make clear that the Detect Pro achieves 50% better dirt pickup when comparing it with the vacuum\u2019s own Boost Mode with Eco Mode.<\/p>\n NAD further recommended that SharkNinja discontinue its claim that the Detect Pro provides 50% better pickup than the Shark Cordless Stratos.<\/p>\n 30% Lighter Claims<\/strong><\/p>\n Dyson challenged several variations of SharkNinja\u2019s claims that the Detect Pro is \u201c30% lighter with the performance of a full-sized cordless.\u201d During the proceeding, SharkNinja agreed to permanently modify future advertising to state that the Detect Pro is \u201c30% lighter than the Shark Vertex Pro\u201d and that the Detect Pro cleans \u201clike a full-sized Shark cordless stick.\u201d<\/p>\n The National Advertising Division (NAD) concluded that SharkNinja provided a reasonable basis to support its claim that the Detect Pro is \u201c30% Lighter than the Shark Vertex Pro.\u201d<\/p>\n However, NAD recommended that SharkNinja modify its claim that the Detect Pro cleans \u201clike a full-sized Shark cordless stick\u201d to clearly and conspicuously disclose the specific \u201cfull-sized Shark cordless stick\u201d to which the Detect Pro is compared and the basis of the comparison (i.e., compared in Boost mode based on ASTM F608).<\/p>\n Further, NAD determined that the claim \u201cTake on any spot in your home with full-sized* cordless power in a 30% lighter** frame\u201d conveys the unsupported message that the object of the comparison for both weight and performance is the same vacuum. Therefore, NAD recommended that SharkNinja modify its advertising to avoid conveying that the weight and performance claims compare the Detect Pro to the weight and performance of a single vacuum.<\/p>\n 30 Days Claims<\/strong><\/p>\n The National Advertising Division (NAD) determined that the combined results of two debris studies performed to assess the types and quantity of debris that are commonly vacuumed in homes across the U.S. using cordless vacuums provided a reasonable basis for SharkNinja\u2019s claims that Detect Pro Auto-Empty System \u201cholds dirt and debris for up to 30 days.\u201d<\/p>\n Given the variety of households tested and percentage of testers that collected an amount of debris that the Detect Pro base could contain, NAD found that a high percentage of consumers achieve the maximum \u201cup to 30-day\u201d benefit and found the claim to be reasonably supported.<\/p>\n 1000x Claims<\/strong><\/p>\n Dyson challenged several variations of SharkNinja claims that its Detect Pro Auto-Empty System offers \u201cup to 1000x less dust exposure,\u201d accompanied by the disclosure that the comparison is \u201cbased on third-party plume testing while emptying vs. manual empty.\u201d During the proceeding, SharkNinja agreed to permanently modify future advertising so that comparisons will identify that the comparison is based on third-party plume testing versus manual emptying of the Shark NV130.<\/p>\n The National Advertising Division (NAD) concluded that SharkNinja\u2019s evidence provided a reasonable basis for the claim that auto-emptying the Detect Pro vacuum causes up to 1000x less dust exposure compared to manually emptying the Shark NV130.<\/p>\n In its advertiser statement, SharkNinja stated that it will comply with NAD\u2019s decision and take NAD\u2019s recommendations into consideration in developing future advertising.<\/p>\n All BBB National Programs case decision summaries can be found in the\u00a0case decision library<\/a>. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive<\/a>. This press release shall not be used for advertising or promotional purposes.<\/p>\n About BBB National Programs:<\/strong>\u00a0BBB 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,\u00a0visit bbbprograms.org.<\/p>\n About the National Advertising Division:<\/strong> The\u202fNational Advertising Division (NAD) of BBB National Programs\u202fprovides\u202findependent self-regulation\u202fand dispute resolution services,\u202fguiding\u202fthe truthfulness of advertising across the U.S. NAD\u202freviews national advertising in all media and its decisions set consistent standards for\u202fadvertising\u202ftruth and accuracy, delivering meaningful protection to\u202fconsumers\u202fand leveling the playing field for business.\u202f<\/p>\n Contact:<\/strong> New York, NY \u2013 July 29, 2024 \u2013 In a challenge brought by competitor Dyson, Inc., BBB National Programs\u2019 National Advertising Division determined that SharkNinja Operating Company LLC provided a reasonable basis for its claim that the Shark Cordless Detect Pro Auto-Empty System base \u201cholds dirt and debris for up to 30 days.\u201d NAD further [\u2026] Continue Reading \n
Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org<\/a><\/p>\nSee Campaign: <\/strong>https:\/\/bbbnp.org<\/a>
Tags:<\/b>
BNN<\/a>, CE<\/a>, Extended Distribution<\/a>, Go Media<\/a>, Go Media2<\/a>, Google News<\/a>, iCN Internal Distribution<\/a>, IPS<\/a>, Nexis Newswire<\/a>, PR-Wirein<\/a>, Reportedtimes<\/a>, English<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"