Regulator tells Starkey Laboratories to alter hearing aid ads

Following a formal challenge brought by Sonova USA Inc., BBB National Programs' National Advertising Division has issued recommendations advising Starkey Laboratories, Inc. to modify or discontinue several advertising claims made for its Omega AI hearing aid. The review by the National Advertising Division was initiated to assess Starkey Laboratories' marketing statements for the Omega AI product following the challenge raised by Sonova USA.^[1][2]

The recommendations issued by the National Advertising Division focus on a range of performance-related claims used in advertising the Omega AI hearing aid. In particular, the division determined that Starkey Laboratories should modify or discontinue claims concerning speech intelligibility, spatial awareness, competitive performance, and promotional language promising 'better hearing all around.'^[1][2]

Along with the product-level performance assertions concerning the Omega AI hearing aid, the National Advertising Division evaluated Starkey Laboratories' corporate positioning statements. As part of its findings, the National Advertising Division recommended that Starkey Laboratories modify its advertising claim identifying the company as 'the leader in hearing healthcare.'^[1][2]