National Advertising Division Finds Certain HEPA Claims for PuroAir 400 Air Purifiers and Filters Supported

New York, NY – October 23, 2024 – In a challenge brought by competitor Vesync Corporation d/b/a Levoit, BBB National Programs’ National Advertising Division determined that Yalla Ventures, Inc. d/b/a PuroAir provided a reasonable basis for claims that its PuroAir 400 air purifiers and filters have passed high-efficiency particulate air (HEPA) standards.

The challenged HEPA claims appeared on PuroAir 400 packaging, Amazon storefronts, and PuroAir webpages.

The National Advertising Division (NAD) has noted in previous cases that, in the U.S., HEPA is generally defined as a filter’s ability to capture 99.97% of airborne particles that are 0.3 microns in size. NAD determined that reasonable consumers would view HEPA-advertised products as having met this minimum standard regardless of their ultimate use (whether consumer, medical, or industrial).

NAD determined that the submitted testing of PuroAir 400 filters provided a reasonable basis that the PuroAir 400 air purifiers’ filters can capture 99.97% of airborne particles that are 0.3 microns in size, and as a result determined that Puro Air has a reasonable basis for claims that its PuroAir 400 air purifiers and filters have passed HEPA standards.

During the proceeding, PuroAir permanently discontinued certain claims for its air purifier and filter products. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, PuroAir stated that it “appreciates NAD’s careful consideration of the issues presented and will comply with NAD’s decision.”

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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.