Lemonade, Inc. Voluntarily Discontinues Certain Pet Health Insurance Claims Following National Advertising Division Challenge

Lemonade, Inc., a provider of pet health insurance, informed the National Advertising Division (NAD) of BBB National Programs that it has permanently discontinued challenged express claims regarding the speed at which consumers can expect veterinarian claims to be paid by Lemonade. The advertiser’s claims, which appeared in online advertising and social media, were challenged by Trupanion, Inc., which offers competing pet insurance policies.

During the proceeding, the advertiser informed NAD that it had permanently discontinued the challenged express claims:

  • “World’s Fastest Claims Payment” 
  • “Pay the Vet in Minutes” 
  • “Lemonade pays your vet instantly”

In reliance on the advertiser’s representation that it has permanently discontinued the challenged express claims, NAD did not review the claims on their merits.

In its advertiser’s statement, Lemonade stated that it agrees to comply with NAD’s decision and noted that it “does not concede that there was anything misleading about the challenged claims but has voluntarily discontinued them for business reasons and to conserve the time and resources of NAD and the parties.”

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.

About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.

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.  

SOURCE BBB National Programs

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