National Advertising Division Will Refer Laifen to Federal and State Regulatory Authorities for Failure to Comply with Recommendations

New York, NY – February 26, 2026 – Following a BBB National Programs’ National Advertising Division compliance challenge brought by Dyson, Inc., Shuye Technology Ltd. d/b/a Laifen will be referred to the relevant federal agency and state attorneys general for failure to comply with National Advertising Division (NAD) recommendations. 

In an NAD case from January 2024, Laifen agreed to permanently discontinue claims on its website and on social media that its Swift, Swift SE, Swift Special, and Swift Premium hair dryers are the “fastest.” In reliance on Laifen’s representation that the challenged claims had been permanently discontinued, the NAD did not review the claims on their merits (Case #7275).

In October 2024, Dyson requested that NAD open a compliance inquiry based on its concerns about substantially similar claims for the Swift hair dryers. NAD inquired about Laifen’s efforts to comply with NAD’s recommendations. After close consultation with NAD, Laifen discontinued all of the challenged claims. Consequently, NAD concluded that no further action was required and NAD closed the compliance proceeding.

Dyson later contacted NAD concerning additional, numerous noncompliant advertisements appearing on Laifen’s website and on social media. Despite frequent outreach attempts to Laifen and separate unsuccessful attempts to have the advertisements removed from the various platforms with which NAD has a reporting relationship, the noncompliant advertisements remain live and unmodified.

As a result, NAD determined that Laifen has not undertaken a good faith effort to comply with NAD’s recommendations and will refer Laifen to the appropriate regulatory authorities, including the relevant state attorneys general, pursuant to Section 8.1(B)(3)(c)(ii) of the NAD/NARB Procedures.

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. Per 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 create fair competition for business.  

National Advertising Division Will Refer Laifen to Federal and State Regulatory Authorities for Failure to Comply with Recommendations

New York, NY – February 26, 2026 – Following a BBB National Programs’ National Advertising Division compliance challenge brought by Dyson, Inc., Shuye Technology Ltd. d/b/a Laifen will be referred to the relevant federal agency and state attorneys general for failure to comply with National Advertising Division (NAD) recommendations. 

In an NAD case from January 2024, Laifen agreed to permanently discontinue claims on its website and on social media that its Swift, Swift SE, Swift Special, and Swift Premium hair dryers are the “fastest.” In reliance on Laifen’s representation that the challenged claims had been permanently discontinued, the NAD did not review the claims on their merits (Case #7275).

In October 2024, Dyson requested that NAD open a compliance inquiry based on its concerns about substantially similar claims for the Swift hair dryers. NAD inquired about Laifen’s efforts to comply with NAD’s recommendations. After close consultation with NAD, Laifen discontinued all of the challenged claims. Consequently, NAD concluded that no further action was required and NAD closed the compliance proceeding.

Dyson later contacted NAD concerning additional, numerous noncompliant advertisements appearing on Laifen’s website and on social media. Despite frequent outreach attempts to Laifen and separate unsuccessful attempts to have the advertisements removed from the various platforms with which NAD has a reporting relationship, the noncompliant advertisements remain live and unmodified.

As a result, NAD determined that Laifen has not undertaken a good faith effort to comply with NAD’s recommendations and will refer Laifen to the appropriate regulatory authorities, including the relevant state attorneys general, pursuant to Section 8.1(B)(3)(c)(ii) of the NAD/NARB Procedures.

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. Per 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 create fair competition for business.  

Contact Information

Name: Jennifer Rosenberg
Email: [email protected]
Job Title: Media Relations
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