National Advertising Division Refers Primally Pure to the Federal Trade Commission for Failure to Respond to Inquiry

BBB National Programs’ National Advertising Division has referred Primally Pure to the Federal Trade Commission (FTC) for review and possible enforcement action for failure to submit a substantive response to the National Advertising Division’s (NAD) inquiry.

New York, NY, Sept. 04, 2025 (GLOBE NEWSWIRE) -- BBB National Programs’ National Advertising Division has referred Primally Pure to the Federal Trade Commission (FTC) for review and possible enforcement action for failure to submit a substantive response to the National Advertising Division’s (NAD) inquiry.

As part of its marketplace monitoring efforts, NAD challenged express and implied claims in internet advertising made by Primally Pure for its Primally Pure Sun Cream, including claims that the sun cream is a better and safer alternative to conventional sunscreens, which Primally Pure claims have toxic ingredients that can have adverse health effects.

Despite numerous outreach attempts, Primally Pure failed to respond to NAD’s inquiry and therefore NAD has referred the matter to the appropriate government agency, in this case the FTC, and to the platforms on which Primally Pure’s advertising appeared and NAD has a reporting relationship.

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. Pursuant to NAD/NARB Procedures, this release may not be used for 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 20 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 fair competition 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 creating fair competition for business.

Name: Jennifer Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: media relations

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