The National Advertising Review Board reaffirmed a recommendation that Mohawk discontinue its “Wood Without Compromise” tagline for its RevWood laminate flooring line, stating that the tagline is “misleading.”
The National Advertising Division first found fault with multiple claims from Mohawk regarding the RevWood line earlier this year, including the lines “Wood Without Compromise” and “The Perfect Wood for Your Home,” stating that the advertising was misleading, as the product does not include wood. It recommended the company discontinue the taglines. Mohawk appealed the organization’s recommendation regarding “Wood Without Compromise.”
The NARB reaffirmed NAD’s recommendation Nov. 3, citing the following reasons:
”The taglines’ misleading use of the word ‘wood’ since RevWood does not have a wood wearable surface.
Mohawk’s failure to demonstrate that initial consumer confusion resulting from the misleading nature of its slogan is later overcome during the process of selecting flooring or by later references on its website to the term ‘laminate.’
Mohawk’s use of the ‘Wood Without Compromise’ tagline with the brand name ‘RevWood’—a brand name that contains the word ‘wood’—thereby compounding the misleading nature of the slogan.”
Mohawk responded that it “respectfully disagrees with NARB’s decision and maintains that its ‘Wood Without Compromise’ slogan is neither false nor misleading; nevertheless, Mohawk is engaged in a brand refresh for its RevWood product and will discontinue use of the slogan as part of the refresh.”
Mohawk’s claims about RevWood were first challenged by the Decorative Hardwoods Association.
The National Advertising Division of BBB National Programs is a system of independent industry self-regulation in advertising.
