New York, NY - November 21, 2023 - Through its advertising monitoring program, BBB National Programs' National Advertising Division (NAD) inquired about Glow Fairy advertising on the Beauty and Style Daily website, which included the claim "2023's '5 Best' Eye Creams on the Market."

NAD's inquiry focused on whether the format of the challenged advertising reasonably communicated that the Glow Fairy product recommendations on Beauty and Style Daily were independent editorial endorsements or advertisements.

Toward the end of the inquiry, the hyperlink connecting the Beauty and Style website and the Glow Fairy website was removed and the site became non-functional.

During its inquiry, NAD found that there was no disclosure that the Beauty and Style Daily site was advertising Glow Fairy products. Yet the top recommended product on its website was a Glow Fairy product and the links to purchase other products led consumers to the Glow Fairy website. Further, the "About us" hyperlink at the bottom of the Beauty and Style webpage directed consumers to the Glow Fairy website.

NAD noted that consumers should understand when digital publishers have a relationship with a brand they are promoting and when the content they are viewing is advertising. This enables consumers to better distinguish between editorial and advertising content.

NAD cautioned Glow Fairy to disclose when it is advertising and avoid displaying advertising content as independent editorial endorsements.

In its advertiser statement, Glow Fairy stated that it "will comply with NAD's recommendation" and indicated that it "has stepped up efforts to monitor claims made by third-parties in hopes of furthering efforts to prevent misleading claims and maintaining brand integrity."

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. This press release shall not be used for advertising or promotional purposes.

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 RosenbergMedia RelationsBBB National Programspress@bbbnp.org

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