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New York, NY \u2013 August 8, 2024 \u2013 <\/em><\/strong>In a challenge brought by competitor People Center, Inc. d\/b\/a Rippling, BBB National Programs\u2019 National Advertising Division determined that Deel, Inc., in connection with its Payroll and Human Resource Information System (HRIS), provided a reasonable basis for certain claims, including Deel\u2019s \u201csave up to $20,000 per year\u201d claim and accompanying chart, as well as the claim that Deel has an \u201cindustry leading global payroll software.\u201d<\/p>\n However, the National Advertising Division (NAD) recommended that Deel modify or discontinue certain other claims, including comparative claims versus Rippling\u2019s native payroll software, legal compliance, and customer support.<\/p>\n The parties are human resources and payroll service providers that offer multiple services.<\/p>\n Native and In-House Payroll Claims<\/strong><\/p>\n Rippling challenged claims about \u201cnative\u201d and \u201cin-house\u201d payroll systems that appeared in charts on Deel\u2019s website:<\/p>\n The National Advertising Division (NAD) determined that customers could reasonably take away the message that native payroll includes native payroll software. Further, customers may reasonably take away the message that Rippling does not offer in-house and native payroll in all the countries in which it offers global payroll (outside of employer of record).<\/p>\n Therefore, NAD recommended that Deel modify these claims by clearly and conspicuously defining what \u201cnative\u201d means and clarifying that the comparison with Rippling also includes countries where they offer payroll as part of their employer of record services.<\/p>\n Industry-Leading Payroll Claim<\/strong><\/p>\n Deel claims on its website to have \u201c[i]ndustry leading global payroll software\u201d and, in a smaller font, \u201cDeel is a leader in multi-country payroll and contractor payments, according to G2 user reviews.\u201d<\/p>\n The National Advertising Division (NAD) determined that the phrase \u201cglobal payroll software\u201d means that Deel offers payroll software globally\u2014whether that is in-house or through a third-party. Further, NAD considered the language and the context in which the \u201cindustry leading\u201d language appears and concluded the claim does not convey a superlative message. Consumers are likely to take away the message that Deel is among the top in the industry, but not necessarily the best.<\/p>\n Since the record indicates that Deel has significant revenue, market presence, and a large global footprint, and there is no dispute that Deel and Rippling are among the many leaders in the global payroll market, NAD concluded that this claim was not false or misleading.<\/p>\n HRIS Comparative Claims<\/strong><\/p>\n Rippling challenged claims on Deel\u2019s website that customers can \u201c[s]witch to Deel HR and save up to $20,000 per year.\u201d An accompanying chart below the claim lists seven product features with Rippling and Deel displaying checkmarks for each feature. The chart states that Deel is \u201cFree for companies with less than 200 employees\u201d while Rippling costs \u201c$8 employee\/month.\u201d<\/p>\n The National Advertising Division (NAD) concluded that because both products offer the touted features, it is not misleading to characterize Deel\u2019s software as having those product features and that the product comparison chart is not misleading.<\/p>\n HRIS Superlative Claims<\/strong><\/p>\n The National Advertising Division (NAD) determined that there was no evidence in the record to support an unqualified claim that Deel is #1 in the market. Therefore, NAD recommended that Deel discontinue the claims:<\/p>\n Preference Claim<\/strong><\/p>\n The National Advertising Division (NAD) determined that data relied on by Deel is not a good fit for its claim that \u201cTeams prefer Deel over Rippling for global HR and Payroll\u201d because it did not indicate a preference for one product over another. Accordingly, NAD recommended that the claim be discontinued.<\/p>\n Compliance Claims<\/strong><\/p>\n Rippling challenged claims about legal compliance that appeared in charts on Deel\u2019s website:<\/p>\n The National Advertising Division (NAD) determined that in context it is reasonable to take away the message that Rippling has an inferior network of legal experts around the world, and it does not offer compliance document collection. Since Deel submitted no evidence in support of these two claims, NAD recommended it discontinue the comparative part of these claims as they relate to Rippling and cease conveying the messages that there are legal risks associated with using Rippling products and that Rippling\u2019s products are not compliant.<\/p>\n NAD noted that nothing in its decision would prevent Deel from advertising its network of local legal hiring experts or comparing its compliance services to Rippling\u2019s so long as they do not claim that Rippling lacks a network of 200+ local legal hiring experts around the world or compliance document collection for contractors.<\/p>\n Customer Support Claims<\/strong><\/p>\n The National Advertising Division (NAD) determined that the comparative claim that Rippling does not offer multi-channel support is not false or misleading.<\/p>\n However, NAD concluded that the unqualified claim, \u201cDeel\u2019s support is in-house, reliable, and faster than Rippling\u201d is not supported and recommended that it be discontinued or modified to make clear the circumstances and times when its support would be faster and avoid conveying the message that Rippling\u2019s customer support is unreliable.<\/p>\n Further, NAD determined that Deel\u2019s claim \u201cSame level of service in every country with centralized communications \u2013 Deel \u2713 Yes, Rippling X No, as they use partners in some places,\u201d is not supported because there is no evidence about the level of service provided by Rippling in any country. Therefore, NAD recommended that the claim be discontinued.<\/p>\n During the proceeding Deel permanently discontinued and modified certain claims. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.<\/p>\n In its advertiser statement, Deel stated that it will comply with NAD\u2019s decision.<\/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>\u00a0The\u00a0National Advertising Division of BBB National Programs\u00a0provides\u00a0independent self-regulation\u00a0and dispute resolution services,\u00a0guiding\u00a0the truthfulness of advertising across the U.S. The National Advertising Division\u00a0reviews national advertising in all media and its decisions set consistent standards for\u00a0advertising\u00a0truth and accuracy, delivering meaningful protection to\u00a0consumers\u00a0and leveling the playing field for business.<\/p>\n Contact: <\/strong> New York, NY \u2013 August 8, 2024 \u2013 In a challenge brought by competitor People Center, Inc. d\/b\/a Rippling, BBB National Programs\u2019 National Advertising Division determined that Deel, Inc., in connection with its Payroll and Human Resource Information System (HRIS), provided a reasonable basis for certain claims, including Deel\u2019s \u201csave up to $20,000 per year\u201d [\u2026] Continue Reading \n
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Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org<\/a><\/p>\nSee Campaign: <\/strong>https:\/\/bbbnp.org<\/a>
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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":"