New York, NY – May 15, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by competitor Vesync Corporation, Antadi LLC d/b/a Aroeve Direct voluntarily discontinued certain claims for its HEPA air purifiers.

Vesync challenged claims that certain models of Aroeve’s air purifiers and replacement filters are compliant with HEPA and/or H13 standards and that they are listed at a discounted “bargain” price.

In response to the challenge, Aroeve stated that it would permanently discontinue the challenged claims for business reasons unrelated to this challenge.

Aroeve informed the National Advertising Division (NAD) that prior to the challenge it had begun an internal review of its third-party testing and consumer sales data as part of an ongoing periodic refresh of its marketing materials. Aroeve represented that no new advertising claims similar to the challenged claims are being introduced to the marketplace and confirmed that existing claims similar to the challenged claims are in the process of being removed.

Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Aroeve stated it agrees to comply with NAD’s recommendations and appreciates the opportunity to participate in the self-regulatory process.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.  


Contact Information:
Name: Jennie Rosenberg
Email: [email protected]
Job Title: Media Relations