Following National Advertising Division Challenge, Afloia Direct Voluntarily Discontinues HEPA and H13 Standards Claims for Air Purifiers

New York, NY – June 28, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by competitor Vesync Corporation, Homintell Inc. (d/b/a Afloia Direct) voluntarily discontinued claims for various models of its air purifiers.

Vesync argued that independent third-party tests showed that Afloia’s claims regarding products compliance with HEPA and/or H13 standards are unsubstantiated and misdescribed in Afloia’s marketing materials.

In response to the challenge, Afloia presented testing that it argued showed its filters meet and exceed HEPA and H13 standards but represented that it would voluntarily permanently discontinue its HEPA and H13 claims.

Therefore, the National Advertising Division (NAD) did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Afloia stated that it agrees to comply with NAD’s decision and that it “does not concede that there was anything misleading about the claims but has decided to voluntarily discontinue the claims at this time.”

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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.