In a challenge brought by Bissell Homecare, Inc., BBB National Programs’ National Advertising Division recommended that SharkNinja Operating, LLC discontinue the claim “The Best Deep Carpet Cleaning Among Full-Sized Deep Carpet Cleaners** Based on ASTM F2828 vs. full-sized carpet cleaners above 14 lbs.”    

NAD examined whether Shark’s point of comparison, carpet cleaners over 14 pounds, is consumer-relevant and whether Shark’s best deep carpet cleaning claims are supported.

NAD concluded that consumers would not reasonably understand that carpet cleaners have categories segmented by weight. While weight may be an important feature for consumers to consider when purchasing a carpet cleaner, NAD found the evidence in the record of third-party media and industry marketing does not indicate that weight is how consumers understand or define a class of carpet cleaners.   

NAD determined that Shark did not provide a reasonable basis for the claim that Shark’s CarpetXpert provides the best deep carpet cleaning among full-size carpet cleaners over 14 pounds.

Therefore, NAD recommended that Shark discontinue the claim “The Best Deep Carpet Cleaning Among Full-Sized Deep Carpet Cleaners (Based on ASTM F2828 vs. full-sized carpet cleaners above 14lbs).”

In its advertiser statement, SharkNinja said that though it “disagrees with certain portions of NAD’s decision,” it will “comply with NAD’s decision.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.