NAD Determines 5-Star Ratings Claims Unsubstantiated

The advertising industry's self-regulatory arm, the National Advertising Division ("NAD"), recently reviewed certain advertising messages made by Vapore, LLC.  In both television and internet advertising, Vapore claimed that its "MyPurMist" handheld steam inhaler had "more 5-star reviews than any other steam inhaler."  In connection with the 5-star review message, Vapore focused on certain attributes of the inhaler, including that it was handheld, versatile, and that it delivered fast and effective relief.

Vapore asserted that its advertising message was substantiated by capturing rating of different retailer websites on a single day in March 2016.  Its data included 85 percent of the marketplace for steam inhalers.  NAD was satisfied with the data as representative of the marketplace for inhalers, and was satisfied that the data supplied was from verified purchasers of MyPurMist.