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Routine Wellness Discontinues Advertising Claims for Shampoo and Conditioner Following National Advertising Division Challenge

New York, NY – March 14, 2023 – As part of the National Advertising Division (NAD) of the BBB National Programs routine monitoring of national advertising for truth and transparency, NAD inquired about claims recommending hair care products of Routine Wellness Inc. During the pendency of the inquiry, Routine Wellness voluntarily discontinued advertising claims regarding its shampoo and conditioner.

NAD inquired about the advertiser’s Facebook and Instagram posts that linked to an article on the lifestyle blog My Best Self that reviewed and recommended Routine Wellness shampoo and conditioner.

Although the review was independently authored by the My Best Self editorial staff based on the author’s personal experiences and opinions, NAD has long held that when an advertiser quotes, restates, links to, or otherwise disseminates claims made about its product by a third party, those same third-party claims become advertising claims made by the advertiser for which the advertiser must have substantiation. This is true even when the advertiser has not paid for, sponsored, approved, or controlled the third party’s claims about the advertiser’s product.

NAD found that when Routine Wellness linked its social media post to the review, claims made about Routine Wellness’s hair care products in the review (e.g., “5 Best Shampoos for Women with Thin Hair”) became advertising claims of Routine Wellness for which Routine Wellness must have a reasonable basis of support.

During the proceeding, Routine Wellness informed NAD that it had permanently discontinued the post and dissemination of the review. Therefore, NAD did not review the claim on its merits.

In its advertiser statement, Routine wellness thanked NAD for its “careful review of this matter” and stated that it is “pleased with NAD’s decision and will comply with its recommendations.”

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.