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New York, NY \u2013 October 24, 2024<\/strong> \u2013<\/em> In a challenge brought by competitor Louisiana-Pacific Corporation, BBB National Programs\u2019 National Advertising Division determined that, in connection with certain testimonials for James Hardie Building Products, Inc.\u2019s fiber cement siding, no additional disclosure of material connections is necessary, but recommended that other claims be modified or discontinued. \u00a0\u00a0<\/p>\n The National Advertising Division (NAD) recommended that James Hardie:<\/p>\n Further, NAD determined that:<\/p>\n Survival Claims<\/strong><\/p>\n Louisiana-Pacific challenged claims made in two videos featuring survivors of wildfires that destroyed multiple homes, attributing the survival of their homes to James Hardie siding.<\/p>\n NAD determined that, in context, some consumers may reasonably take away the message that these homes survived solely due to Hardie siding. Moreover, even though the homeowners and others in the videos recount personal experiences with their houses, reasonable consumers may also take away the message that houses surviving a wildfire is a typical outcome when using Hardie siding.<\/p>\n NAD concluded these messages are not supported by the evidence in the record. Therefore, NAD recommended that James Hardie discontinue the challenged express and implied claims that houses survived wildfires due to James Hardie siding.<\/p>\n Demonstration<\/strong><\/p>\n Louisiana-Pacific challenged a video product demonstration comparing fiber cement siding to competing products when exposed to flame, which appeared on YouTube and James Hardie\u2019s website.<\/p>\n NAD concluded that the video demonstration reasonably conveys a message that Hardie siding can significantly reduce the risk of fire damage, by itself, against all types of external fires \u2013 a message that is not supported by the evidence.<\/p>\n Therefore, NAD recommended that James Hardie modify or discontinue the implied claims that:<\/p>\n Further, NAD concluded that James Hardie failed to provide a reasonable basis for its claim of a valid comparison of home siding combustibility and recommended the claim and the demonstration be discontinued.<\/p>\n Endorsements<\/strong><\/p>\n Louisiana-Pacific raised issues of the use of endorsements in one of the videos and the demonstration, contending that material connections were not disclosed and that other aspects of the endorsements were misleading.<\/p>\n Overall, NAD did not find additional disclosure of material connections necessary. \u00a0<\/p>\n However, NAD determined that three isolated examples of support from individuals are insufficient to support a broad claim of recognition \u201cby fire departments nationwide\u201d and recommended that James Hardie discontinue claims that its siding is recognized by fire departments nationwide.<\/p>\n Water Block Display<\/strong><\/p>\n At trade shows, James Hardie displayed a clear plastic box with compartments containing Hardie siding and engineered wood and filled with water to demonstrate the difference between wood composite siding and fiber cement when immersed in water over a period of time. A sticker labeled \u201cWood Composite Siding\u201d on the display states, \u201cAbsorbs water, more susceptible to swelling, buckling, and edge checking.\u201d<\/p>\n NAD determined that professional builders may take away the message that the demonstration depicts how wood composite siding may react to water exposure for shorter periods.<\/p>\n NAD concluded the message is not supported by the evidence in the record and recommended James Hardie discontinue the water block display and the claim that wood composite siding \u201cabsorbs water\u201d and is \u201cmore susceptible to swelling, buckling and edge checking\u201d even when installed properly, and avoid conveying the message that properly installed wood composite siding will fall apart from exposure to water.<\/p>\n In its advertiser statement, James Hardie stated that it will appeal part of NAD\u2019s decision because it disagrees with NAD\u2019s recommendations that it discontinue use of the challenged video demonstration and the water block display. Further, James Hardie will appeal NAD\u2019s findings that it did not provide adequate substantiation for:<\/p>\n Appeals of NAD decisions are made to the BBB National Programs\u2019 National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs.<\/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 of BBB National Programs\u202fprovides\u202findependent self-regulation\u202fand dispute resolution services,\u202fguiding\u202fthe truthfulness of advertising across the U.S. The National Advertising Division\u202freviews national advertising in all media and its decisions set consistent standards for\u00a0advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to \u202fconsumers and leveling the playing field for business.\u00a0<\/p>\n Name: Jennie Rosenberg Tags:<\/b> New York, NY \u2013 October 24, 2024 \u2013 In a challenge brought by competitor Louisiana-Pacific Corporation, BBB National Programs\u2019 National Advertising Division determined that, in connection with certain testimonials for James Hardie Building Products, Inc.\u2019s fiber cement siding, no additional disclosure of material connections is necessary, but recommended that other claims be modified or discontinued. 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See Campaign: <\/strong>https:\/\/bbbnp.org<\/a><\/p>\nContact Information:<\/h3>\n
Email: jrosenberg@bbbnp.org
Job Title: Media Relations<\/p>\n
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