In National Advertising Division Challenge, Zuru Voluntarily Modifies Challenged Incentivized Review Practices

New York, NY, Sept. 15, 2026 (GLOBE NEWSWIRE) -- Following a BBB National Programs’ National Advertising Division challenge brought by The Procter & Gamble Company (P&G), Zuru Edge Limited voluntarily discontinued practices to comply with the FTC’s Endorsement Guides for future incentivized review programs.

Zuru is a New Zealand-based consumer products company that sells products including infant and pet care products, toys, and wellness products. Zuru’s brands, which include Millie Moon diapers, compete with P&G brands such as Pampers. P&G alleged that, for a period of at least six years, Zuru has been running an incentivized review program through a private Facebook group called the ZURU Edge Community. P&G asserted that the group has 5,000+ members, that Zuru has solicited consumers to write incentivized reviews in exchange for full reimbursement from Zuru, and that Zuru provided no instructions that the reviewers disclose their material connection.

During the inquiry, Zuru stated that it has discontinued the Facebook group and modified its incentivized review practices to instruct consumers to include a clear and conspicuous disclosure that the purchase price of the reviewed product was being reimbursed by Zuru. Therefore, NAD will treat the discontinuation and modification, for compliance purposes, as though NAD recommended them.

In regard to reviews already posted, NAD recommended that Zuru make reasonable efforts to have any recent reviews of current products revised to include any necessary disclosures or to notify third-party retail channels that these reviews were incentivized.

In its advertiser statement, Zuru stated that it "will endeavor to comply with NAD’s recommendations.”

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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 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: Jennie RosenbergEmail: press@bbbnp.orgJob Title: Media Relations