National Advertising Division Refers Afloia Direct to FTC, Platforms After Company Fails to Respond to Compliance Inquiry Regarding Air Purifier Claims

McLean, VA – March 4, 2025 – BBB National Programs’ National Advertising Division has referred Homintell Inc. (d/b/a Afloia Direct) to the Federal Trade Commission (FTC) for a lack of response to a compliance inquiry regarding discontinuance of advertising claims for its HEPA Air Purifiers.

The referral stems from a National Advertising Division (NAD) challenge by Vesync Corporation against Afloia for express and implied claims that its HEPA Air Purifiers and filters met HEPA and H13 standards.

Afloia agreed to permanently discontinue the challenged claims. However, Vesync requested NAD open a compliance inquiry due to advertisements featuring the same or substantially similar claims that Afloia had previously agreed to discontinue.

Despite numerous outreach attempts, Afloia failed to respond to NAD’s compliance inquiry and therefore NAD has referred the matter to the appropriate government agency, in this case the FTC, and platforms on which Afloia’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.

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.  

National Advertising Division Refers Afloia Direct to FTC, Platforms After Company Fails to Respond to Compliance Inquiry Regarding Air Purifier Claims

McLean, VA – March 4, 2025 – BBB National Programs’ National Advertising Division has referred Homintell Inc. (d/b/a Afloia Direct) to the Federal Trade Commission (FTC) for a lack of response to a compliance inquiry regarding discontinuance of advertising claims for its HEPA Air Purifiers.

The referral stems from a National Advertising Division (NAD) challenge by Vesync Corporation against Afloia for express and implied claims that its HEPA Air Purifiers and filters met HEPA and H13 standards.

Afloia agreed to permanently discontinue the challenged claims. However, Vesync requested NAD open a compliance inquiry due to advertisements featuring the same or substantially similar claims that Afloia had previously agreed to discontinue.

Despite numerous outreach attempts, Afloia failed to respond to NAD’s compliance inquiry and therefore NAD has referred the matter to the appropriate government agency, in this case the FTC, and platforms on which Afloia’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.

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 Information

Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
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