DHA successfully challenges laminate marketed as 'wood'
November 16, 2023 | 1:18 pm CST

Mohawk's RevWood advertisement touting "Wood Without Compromise."

Photo By Mohawk Industries

NEW YORK — A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, recommended that Mohawk Industries Inc. discontinue the claim “Wood Without Compromise” for its RevWood laminate flooring product line.

Mohawk sells a laminated/laminate flooring product under the brand name “RevWood.” Its core layer consists of high-density wood fiberboard, typically made from southern yellow pine chips combined with resin to create, which is described by Mohawk, an extremely durable surface that is more dent-resistant than hardwood.  

The Decorative Hardwood Association had challenged the advertising at issue. Following an August decision by the National Advertising Division (NAD) (Case No. 7207), Mohawk appealed to NARB that NAD recommendation to discontinue using the slogan “Wood Without Compromise.”

In agreement with NAD, the NARB panel concluded that the slogan “Wood Without Compromise” is likely to mislead consumers and recommended that it be discontinued.

The NARB panel based its conclusion on several findings, including:

The taglines’ misleading use of the word “wood” since RevWood does not have a wood wearable surface. 
Mohawk’s failure to demonstrate that initial consumer confusion resulting from the misleading nature of its slogan is later overcome when selecting flooring or by later references on its website to the term “laminate.”
Mohawk’s use of the “Wood Without Compromise” tagline with the brand name “RevWood” - a brand name that contains the word “wood” – thereby compounding the misleading nature of the slogan.

Mohawk stated that it “respectfully disagrees with NARB’s decision and maintains that its ‘Wood Without Compromise’ slogan is neither false nor misleading; nevertheless, Mohawk is engaged in a brand refresh for its RevWood product and will discontinue use of the slogan as part of the refresh.”

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About the author
Larry Adams | Editor

Larry Adams is a Chicago-based writer and editor who writes about how things get done. A former wire service and community newspaper reporter, Larry is an award-winning writer with more than three decades of experience. In addition to writing about woodworking, he has covered science, metrology, metalworking, industrial design, quality control, imaging, Swiss and micromanufacturing . He was previously a Tabbie Award winner for his coverage of nano-based coatings technology for the automotive industry. Larry volunteers for the historic preservation group, the Kalo Foundation/Ianelli Studios, and the science-based group, Chicago Council on Science and Technology (C2ST).