The National Advertising Division (NAD) is recommending Mohawk discontinue two “misleading” claims regarding the promotion of its RevWood laminate flooring product. The claims include, “Wood Without Compromise” and “The Perfect Wood for Your Home.”
The claims about the laminate product were first challenged by the Decorative Hardwoods Association. Mohawk said it will appeal NAD’s decision regarding the “Wood Without Compromise” recommendation.
“NAD did not give proper weight to the context within which the slogan is used, which prominently identifies the product as laminate wood, or to the substantial care consumers take in purchasing flooring products, both of which dispel any realistic potential for consumer confusion,” Mohawk stated.
NAD found no issues with a third claim about RevWood that was challenged: “Authentic Imprint of Hardwood.”
The National Advertising Division of BBB National Programs is a system of independent industry self-regulation in advertising.