Federal Trade Commission (FTC) Referral for Potential Deception: ASO's "2x Faster Healing" Assertion under Scrutiny by NAD

Federal Trade Commission (FTC) Referral for Potential Deception: ASO's "2x Faster Healing" Assertion under Scrutiny by NAD

New York, NY – BBB National Programs' National Advertising Division Refers ASO LLC to FTC Over Alleged Non-Compliance

BBB National Programs, a non-profit organization responsible for self-regulation of advertising in the US, has referred ASO LLC to the Federal Trade Commission (FTC) over concerns of non-compliance with a previous decision regarding advertising claims for Hydrocolloid Gel Bandages.

In a case dating back to 2023 (Case #7325), Johnson & Johnson Consumer Inc. (JJCI) challenged ASO's claim that their hydrocolloid bandages offer "2x faster healing." The National Advertising Division (NAD) of BBB National Programs found the claim unsubstantiated and recommended its discontinuation. ASO agreed to comply with the recommendations.

JJCI raised concerns anew in January 2025 about claims found on ASO's product packaging and third-party retailer websites. The NAD initiated a compliance proceeding to assess ASO's adherence to the original decision.

The NAD found that while ASO removed some non-compliant claims from online advertising, persistent claims could still be found on product packaging and third-party retail websites. Though ASO stated they would remove the claims from packaging upon depletion of current inventories, the NAD deemed this plan insufficient.

ASO also expressed limited control over third-party retailer compliance and failed to communicate effectively with the NAD about their plans to comply with the recommendations. Consequently, the NAD found that ASO did not make a bona fide good-faith effort to comply with its decision.

Specifically, the NAD recommended that ASO:- Expeditiously contact retailers to remove non-compliant claims from product descriptions- Immediately initiate changes to product packaging to remove non-compliant claims- Explore remedial measures, such as stickering, as a swift solution

The NAD emphasized that advertisers have an ongoing responsibility to ensure their advertising complies with NAD decisions, which includes monitoring third-party claims. As a result, the NAD has referred the matter to the FTC, in line with their procedures when advertisers fail to comply with their decisions.

All BBB National Programs case decision summaries can be found in their case decision library, while the full text of NAD, NARB, and CARU decisions can be accessed via an online subscription to the archive. This press release should not be used for advertising or promotional purposes.

BBB National Programs, established over 50 years ago, operates globally recognized programs that help build trust in business and provide third-party accountability and dispute resolution services. Their work continues to evolve, addressing current and emerging industry issues and fostering best practices across multiple sectors. For more information, visit bbbprograms.org.

The National Advertising Division of BBB National Programs promotes truthfulness in advertising across the US, reviewing national advertising in all media and delivering consistent standards for advertising truth and accuracy. Their goal is to protect consumers and provide a fair playing field for businesses.

1. Despite ASO's agreement to comply with NAD's recommendations regarding data privacy and truthfulness in advertising, the NAD found persistent non-compliant claims on ASO's health-and-wellness product packaging and third-party retailer websites.
2. In light of ASO's failure to fully comply with NAD's decision and monitor third-party claims, the NAD emphasized the importance of advertisers' ongoing responsibility in the science sector, particularly in promoting health-and-wellness therapies-and-treatments.
3. Given ASO's non-compliance with NAD's decision, the NAD referred the matter to the Federal Trade Commission (FTC), which often handles cases related to business ethics and finance, to further investigate the issue.

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