July 19th, 2017
Canisters of Sprayway glass cleaner up until recently claimed two things: (1) that the product is the “world’s best glass cleaner” and (2) that the product has been “Made in the USA since 1947.” But after Windex challenged both statements with NAD only one of the two claims remain.
Rather than submit substantiation for its U.S.-origin claims, Sprayway opted to permanently discontinue them in response to the NAD inquiry (leaving us wondering where the glass cleaner is actually made). NAD said Sprayway can continue to call its glass cleaner the “world’s best” after it said the superlative constituted puffery, which it defined as:
an exaggerated display of the advertiser’s pride in its product … rather than an objectively provable fact requiring testing against its competitors …
Find more of our coverage on Made in the USA claims here.
The National Advertising Division, or NAD, is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus. NAD asks advertisers to substantiate or change their claims in advertisements. As part of a voluntary system of self-regulation, however, its recommendations can be ignored by the offending advertisers. In those instances, NAD refers the offender to federal consumer protection agencies.