NAD Refers Advertising Claims for ‘eHeat’ Products tof FTC for Further Review

New York, NY – May 7, 2013 – The National Advertising Division has referred advertising for “eHeat,” a wall-mounted convection heater, to the Federal Trade Commission for further review, after the company failed to respond to an inquiry from the NAD.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

NAD requested substantiation for advertising claims that included:

  •  “Consumes less. Warms More.”
  •  “Save up to 50% or more on heating costs.”
  •  “Energy saving: heats a room for only 4 cents per hour.”
  •  “Ultra-safe: leave unattended 24/7, cool to touch.”
  •  “Healthy: fanless – will not circulate dust or dry the air.”
  •  “Effective: 100% Pure Stack Convention, gentle whole room warmth.”
  •  “Economical. Safe. Simple.”

The advertiser did not respond to NAD’s initial inquiry, or to NAD’s follow-up communications. NAD was disappointed that the advertiser did not participate, particularly in light of the strong and specific safety and savings claims made for the product.
Based on the advertiser’s failure to respond to NAD’s inquiry, pursuant to Section 2.10 of the NAD/NARB Procedures, NAD will refer this matter to the FTC for further review.