Sherwin-Williams will continue to offer a “lifetime guarantee” on its Duration Exterior Latex Paint after an inquiry by the National Advertising Division of the Council of Better Business Bureaus. The council determined that Sherwin-William’s advertising claim is valid because the paint company will provide replacement coatings if paint peels or blisters during the lifetime of a purchaser while the individual owns a home painted with the product.
The council took exception, however, with the advertising claim that “You won’t have to paint again. Ever.”
“[This claim] offers a specific level of performance and a promise to consumers,” the council said. Sherwin-Williams has agreed to discontinue using that statement in its advertising materials, according to a press release issued by the Better Business Bureaus Council.