NAD Tells Dreame to Drop '2-Minute' Hair Drying Ad Claims
Industry regulator sides with Dyson, ruling Dreame's two-minute drying claims mislead consumers with long hair.
The National Advertising Division, an arm of BBB National Programs, has recommended that Dreame Technology modify or pull advertising claims asserting its hair styling tools can dry hair in two minutes, following a formal challenge filed by rival Dyson Inc. The ruling signals a significant rebuke for the Chinese consumer electronics brand as it competes aggressively in the premium hair tool market.
At the heart of the dispute is whether Dreame's two-minute drying claims create a misleading impression for consumers with long hair. NAD concluded that the advertising, as presented, conveys an unsupported message that the rapid drying time applies broadly — a standard Dreame's tools could not substantiate for longer hair types.
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The challenge was initiated by Dyson, one of the most established names in high-performance hair care devices, underscoring the intensifying competition among premium brands vying for consumer trust and market share. By routing its objection through NAD's self-regulatory process, Dyson pursued an industry-standard mechanism designed to hold advertisers accountable without immediate litigation.
NAD rulings are not legally binding, but companies that fail to comply risk referral to the Federal Trade Commission or relevant federal agencies. Dreame Technology has the option to appeal the decision to the National Advertising Review Board. The outcome puts pressure on Dreame to revise its marketing language, particularly in campaigns targeting American consumers who may interpret the two-minute claim as universally applicable regardless of hair length.
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