On June 12, 2013, The National Advertising Division (NAD) heard Callaway Golf Company’s challenge regarding a claim that “the average golfer picked up about 17 yards” with TaylorMade Golf Company’s “Rocketballz” 3-Wood. The NAD provides alternative dispute resolution for companies that challenge factual claims made in national advertisements.
The NAD examined whether TaylorMade implied that Rocketballz would actually increase the average golfers distance by 17 yards despite their experience or skill. TaylorMade said the claim was a “single misworded reference” to its Rocketballz fairway woods. TaylorMade permanently discontinued the “average player” claim from any future advertisements.
TaylorMade noted that the 17 yard increase claim was accidentally implied in the context of the Rocketballz video advertisement. TaylorMade modified the video advertisement once it was aware of the inaccurate claim. The advertisement should have read to increase the “better,” not “average” golfer’s distance by 17 yards.
Since TaylorMade gave written assurance that the claim had been permanently discontinued, the NAD did not take further action.