The National Advertising Division (NAD) of the Council of Better Business Bureaus, Inc., the advertising industry's self-regulatory forum, has announced that Atlanta-based The Home Depot was able to support some of its pricing claims, but recommended that the advertiser discontinue others. The truth and accuracy of the advertiser's claims was brought to the attention of the NAD by the Better Business Bureau serving Metro Atlanta, Athens & Northeast Georgia.

NAD concluded that claims that state that "Nobody beats…" The Home Depot's prices are consistent with the store's price-beating policy and are supported as long as they are accompanied by a clear and conspicuous disclosure outlining that policy. NAD, however, found that claims of "lowest prices guaranteed" are inconsistent with a price-beating policy and, in the absence of evidence that The Home Depot will always have the lowest prices, must be discontinued. Finally, NAD found the advertiser's claim of "2000 appliances" supported.

In a statement to NAD, The Home Depot expressed that it "has welcomed this opportunity to participate in the NAD's self-regulatory process." The advertiser further stated that it appreciates NAD's conclusions and "plans to comply with NAD's recommendation in future advertising, consistent with Section 1(k) of the BBB's Code of Advertising."

For a complete case report of the NAD decision, please contact Sheryl Harris at 212.705.0120.