AddThis

BBB, Sherwin-Williams reach ad agreement

Sherwin-Williams will continue to offer a “lifetime guarantee” on its Duration Exterior Latex Paint after an inquiry by the National Advertising Division of the Council of Better Business Bureaus. The council determined that Sherwin-William’s advertising claim is valid because the paint company will provide replacement coatings if paint peels or blisters during the lifetime of a purchaser while the individual owns a home painted with the product.

The council took exception, however, with the advertising claim that “You won’t have to paint again. Ever.”

“[This claim] offers a specific level of performance and a promise to consumers,” the council said. Sherwin-Williams has agreed to discontinue using that statement in its advertising materials, according to a press release issued by the Better Business Bureaus Council.


Want to read more?
This content is available only to registered users. Log in to read the rest of this article or create a free account.