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September 2014


Ad group criticizes Generac advertising

The National Advertising Division (NAD) said Generac has violated procedures and regulation in its promotion of products to customers.

According to Milwaukee Biz Journal reports, last month, Generac was told by the group to discontinue certain advertising that was misleading with unsupported claims in advertising that included information claiming the company's standby home generators were the most environmentally friendly.

Generac responded saying it provides ample information for consumers to decide which product to purchase. It also said after review, the NAD did agree the company provided a reasonable basis for its advertising claims. However, the NAD still wanted clarification.

Today, Biz Journal reporter Jeff Engel reported that NAD said Generac violated the advertising industry procedures by mischaracterizing the original case findings. According to the report, competitor, Kohler Co., had previously contacted customers about the NAD case findings.

In turn, Generac, "which the ad group said had complained about Kohler’s conduct, sent a lengthy message to customers that the group said omitted key information about its findings," according to Engel's story.

In response, NAD director Andrea Levine said the group offers a place where companies can resolve their disputes and the behavior reflects poorly on companies that use the system for commercial advantage.

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