National Advertising Review Board Recommends Mohawk Industries Discontinue “Wood Without Compromise” Slogan for RevWood Laminate Flooring
Nov 03, 2023
New York, NY – November 3, 2023 – A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, recommended that Mohawk Industries Inc. discontinue the claim “Wood Without Compromise” for its RevWood laminate flooring product line.
Mohawk sells (through authorized distributors) a laminated/laminate flooring product under the brand name “RevWood.” Its core layer consists of high-density wood fiberboard, typically made from southern yellow pine chips combined with resin to create, which is described by Mohawk, an extremely durable surface that is more dent-resistant than hardwood.
The advertising at issue had been challenged by the Decorative Hardwood Association. Following a decision by the National Advertising Division (NAD) (Case No. 7207), Mohawk appealed to NARB that NAD recommendation to discontinue using the slogan “Wood Without Compromise.”
In agreement with NAD, the NARB panel concluded that the slogan “Wood Without Compromise” is likely to mislead consumers and recommended that it be discontinued.
The NARB panel based its conclusion on several findings, including:
- The taglines’ misleading use of the word “wood” since RevWood does not have a wood wearable surface.
- Mohawk’s failure to demonstrate that initial consumer confusion resulting from the misleading nature of its slogan is later overcome during the process of selecting flooring or by later references on its website to the term “laminate.”
- Mohawk’s use of the “Wood Without Compromise” tagline with the brand name “RevWood” – a brand name that contains the word “wood” – thereby compounding the misleading nature of the slogan.
Mohawk stated that it “respectfully disagrees with NARB’s decision and maintains that its ‘Wood Without Compromise’ slogan is neither false nor misleading; nevertheless, Mohawk is engaged in a brand refresh for its RevWood product and will discontinue use of the slogan as part of the refresh.”
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 Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.