As part of its ongoing monitoring process, the National Advertising Division (NAD) of BBB National Programs has recommended that Solawave Inc. discontinue certain express and implied claims made for its SolaWave Advanced Skincare Wand, citing concerns over the accuracy and reliability of its promotional materials.
The inquiry focused primarily on the product’s claims of delivering dramatic skincare benefits. Solawave, in response to NAD’s investigation, revised its claims, adding a disclosure stating the results were based on a 30-day consumer perception study involving 60 participants aged 25 to 60. However, after reviewing the updated claims, NAD found that the supporting evidence provided by the company was insufficient.
To support its claims, Solawave submitted results from a 30-day in-home use test (IHUT) designed to evaluate the wand’s effectiveness, along with before-and-after photos submitted by users to demonstrate the product’s impact. However, NAD concluded that the IHUT lacked critical methodological elements, including a washout period and controls on the use of other anti-aging products during the study, which significantly weakened the reliability of the results.
The division further determined that subjective user evaluations were not enough to back up the product’s objective performance claims. Consequently, NAD recommended that Solawave stop making assertions that the device could “smooth fine lines,” “fade blemishes,” “increase firmness,” “decrease puffiness,” and “boost skin’s glow,” as well as claims regarding the percentage of users who purportedly experienced these results.
In addition, NAD found the before-and-after photos submitted by consumers to be unreliable in depicting measurable improvements. The photographs were deemed insufficient to demonstrate the claimed effects of the product and may mislead consumers about the expected results. NAD recommended that these images also be discontinued.
During the proceedings, Solawave informed NAD that it had voluntarily ceased using some of the challenged claims. The company, however, disagreed with NAD’s conclusions and stood by the validity of its study, asserting that it substantiates the product’s claims. Despite this, Solawave stated it would comply with NAD’s recommendations for the sake of compliance.
For more details on the decision, BBB National Programs provides access to a library of case decisions. The complete text of NAD, NARB, and CARU decisions is available through their online archive, though this release is not intended for advertising or promotional use.
About BBB National Programs
BBB National Programs is a nonprofit organization overseeing self-regulation initiatives for U.S. industries. With over 50 years of service, the organization fosters consumer trust through third-party accountability, dispute resolution, and the promotion of best practices across various industries.
About the National Advertising Division
The National Advertising Division of BBB National Programs is a leading body in ensuring truthful advertising across all U.S. media. NAD reviews national advertisements and sets standards for advertising accuracy, safeguarding consumers while maintaining fair competition for businesses.
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