NAD presents findings on ADT’s challenge of SimpliSafe claims

Friday, April 24, 2020

NEW YORK—The National Advertising Division (NAD), an investigative unit of the advertising industry’s system of self-regulation and a division of BBB National Programs’ self-regulatory and dispute resolution programs, determined that SimpliSafe, Inc. supported certain advertising claims for SimpliSafe Home but recommended modification or discontinuation of other claims.

The following are representative of some of SimpliSafe’s claims challenged by ADT: 

·      “We dispatch 350% faster.” 

·      “We verify the alarm is real, so police dispatch 350% faster.” 

·      “Our monitoring staff calls you the second trouble’s detected.” 

·      “Prepared for the unexpected – Someone attacks the system? SimpliSafe is ready.” 

·      “Our monitoring service was named the best in the industry.” 

·      “Unparalleled range. Most wireless security systems can’t cover your house. Ours can – up to 1000 ft. range.”

In its advertiser’s statement, although SimpliSafe disagreed with some of NAD’s findings, it agreed to comply with NAD’s recommendations which include, but are not limited to: 

·      Discontinue dispatch speed claims and claims that customers are contacted within seconds; 

·      Modification of television, radio, podcast and social media advertising to avoid conveying the misleading message that all touted benefits and options are available with every SimpliSafe package; and

·      Discontinue the “best in the industry” claim or modification of claim to disclose date of award.

SimpliSafe informed NAD that for reasons unrelated to the present challenge, it would permanently discontinue the claim about “unparalleled range;” therefore, NAD did not review this claim on its merits. The voluntarily discontinuation claim, for compliance purposes, will be treated as though NAD recommended its discontinuance and the advertiser agreed to comply.

SimpliSafe stated that it “believes in the self-regulatory process and supports NAD’s mission as a forum for advertisers to resolve advertising matters” and that it will “work to update its advertising in light of NAD’s recommendations.”