New York, NY – July 29, 2024 – In a challenge brought by competitor Dyson, Inc., BBB National Programs’ 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 “holds dirt and debris for up to 30 days.”
NAD further determined that SharkNinja provided a reasonable basis for its modified claims that:
However, the National Advertising Division (NAD) recommended that SharkNinja discontinue or modify certain “50% better dirt pick up” claims and comparative cleaning claims vs. other Shark vacuums.
50% Better Pick Up Claims
The National Advertising Division (NAD) found that SharkNinja’s “up to 50% better dirt pickup” claim reasonably conveys a comparative superiority message that the Detect Pro achieves up to 50% better dirt pickup than other competing vacuums.
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’s own Boost Mode with Eco Mode.
NAD further recommended that SharkNinja discontinue its claim that the Detect Pro provides 50% better pickup than the Shark Cordless Stratos.
30% Lighter Claims
Dyson challenged several variations of SharkNinja’s claims that the Detect Pro is “30% lighter with the performance of a full-sized cordless.” During the proceeding, SharkNinja agreed to permanently modify future advertising to state that the Detect Pro is “30% lighter than the Shark Vertex Pro” and that the Detect Pro cleans “like a full-sized Shark cordless stick.”
The National Advertising Division (NAD) concluded that SharkNinja provided a reasonable basis to support its claim that the Detect Pro is “30% Lighter than the Shark Vertex Pro.”
However, NAD recommended that SharkNinja modify its claim that the Detect Pro cleans “like a full-sized Shark cordless stick” to clearly and conspicuously disclose the specific “full-sized Shark cordless stick” to which the Detect Pro is compared and the basis of the comparison (i.e., compared in Boost mode based on ASTM F608).
Further, NAD determined that the claim “Take on any spot in your home with full-sized* cordless power in a 30% lighter** frame” 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.
30 Days Claims
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’s claims that Detect Pro Auto-Empty System “holds dirt and debris for up to 30 days.”
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 “up to 30-day” benefit and found the claim to be reasonably supported.
1000x Claims
Dyson challenged several variations of SharkNinja claims that its Detect Pro Auto-Empty System offers “up to 1000x less dust exposure,” accompanied by the disclosure that the comparison is “based on third-party plume testing while emptying vs. manual empty.” 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.
The National Advertising Division (NAD) concluded that SharkNinja’s 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.
In its advertiser statement, SharkNinja stated that it will comply with NAD’s decision and take NAD’s recommendations into consideration in developing future advertising.
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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
press@bbbnp.org