National Advertising Division Finds Certain Smart Baby Monitor Challenged Messages Not Conveyed; Recommends Nanit Modify or Discontinue Other Claims

In a challenge brought by Owlet Baby Care, Inc., BBB National Programs’ National Advertising Division recommended that Udisense, Inc. (Nanit) discontinue or modify certain popularity, superiority, health and safety, “smartest,” and parental sleep claims for its Nanit Smart Video Baby Monitor. The National Advertising Division (NAD), however, found that certain wellness claims did not convey unsupported messages.

New York, NY, Sept. 01, 2026 (GLOBE NEWSWIRE) -- In a challenge brought by Owlet Baby Care, Inc., BBB National Programs’ National Advertising Division recommended that Udisense, Inc. (Nanit) discontinue or modify certain popularity, superiority, health and safety, “smartest,” and parental sleep claims for its Nanit Smart Video Baby Monitor. The National Advertising Division (NAD), however, found that certain wellness claims did not convey unsupported messages.

Owlet and Nanit market baby monitor products that provide parents with real-time data on their children’s sleep through various information-gathering functions. Owlet challenged express and implied claims made by Nanit on its website, sponsored Google search results, and on social media platforms, including sponsored influencer content and re-posted user-generated content.

“Most Loved” / “#1 Most Loved” / “Internet’s Favorite” Claims

Owlet challenged Nanit advertising on its website and social media channels claiming that Nanit products are the “most loved”/“#1 most loved” and “internet’s favorite” baby monitors. NAD evaluated Nanit’s reliance on Amazon reviews to support these popularity claims and determined that Nanit did not show that Amazon reviews are representative of the marketplace as a whole.

Accordingly, NAD determined that the challenged “most loved,” “#1 most loved,” and “internet’s favorite” claims were not supported and recommended that they should be discontinued.

“Most Awarded” Claims

Nanit claimed to be the “most awarded” baby monitor. Given the undefined nature of awards and Nanit’s reliance on awards from third parties with potentially varying standards and rigor, NAD recommended that the “most awarded” claims be discontinued.

“Smartest Baby Monitor” Claims

NAD evaluated claims where Nanit promoted its device as the "smartest baby monitor" on the market. In assessing whether Nanit's proprietary tracking capabilities, algorithmic insights, and artificial intelligence features justified a comparative superiority message over competing smart monitors, NAD found that Nanit failed to provide adequate substantiation for why its monitor system is the “smartest”.

Accordingly, NAD recommended that Nanit discontinue its “smartest baby monitor” claims.

Safety Claims and SIDS Implied Claims

At issue for NAD was user-generated and brand social media posts depicting infants sleeping on their stomachs while using the Nanit monitor with accompanying text such as “If it wasn’t for the… @get_nanit…, face down tummy sleeping would have my mom anxiety through the roof.” NAD found that the context of the posts, coupled with statements suggesting relief from anxiety about “tummy sleeping” or inviting parents to “choose your sleeper,” may convey a broader safety message that the Nanit device can prevent harmful stomach-sleeping risks, such as, such as Sudden Infant Death Syndrome (SIDS).

Therefore, NAD recommended that Nanit discontinue the express claim “If it wasn’t for the… @get_nanit…, face down tummy sleeping would have my mom anxiety through the roof” and any implied claim about SIDS prevention, or modify its advertising to include a clear and conspicuous disclosure to avoid communicating the message that the product can eliminate harmful stomach sleeping risks, like SIDS.

Alerts and Nursery Environment Claims

Owlet challenged claims suggesting the Nanit monitor protects infants or provides complete nursery safety through automated notifications. NAD noted that while the device provides information and alerts to inform caregiving decisions, it does not protect infants from all harmful conditions or offer foolproof detection.

Accordingly, NAD recommended that Nanit discontinue the claim that “Nanit alerts me if anything is wrong” and any implied claim about foolproof detection for all aspects of health, or modify it to more clearly indicate which kinds of alerts Nanit provides.

Additionally, NAD recommended that Nanit discontinue the “keeps a safe environment for your kiddos” claim or modify it to more clearly indicate that the claim refers specifically to temperature and humidity level alerts. NAD further recommended that any implied claim about foolproof detection for all aspects of infant’s health be discontinued or modified to clearly indicate the kinds of alerts Nanit provides.

Wellness Claims

Owlet challenged two wellness claims appearing in the description on Nanit’s website: (1) “Get a total view of baby’s wellness,” and (2) “Nanit lets parents track the health, wellness, and development of their baby.” Wellness is a broad term, but in the challenged instances, it is presented in a limited context tied to what Nanit offers with its devices. NAD determined that, in the context presented, no message of complete health and wellness in their broadest senses is conveyed.

Parental Sleep Claims

NAD reviewed claims in Nanit's marketing promising quantified sleep benefits for parents, including assertions that using the monitor allows parents to get extra rest. NAD found that the evidence presented in the record did not sufficiently link infant sleep to parental sleep and was not a good fit for specific and quantified parental sleep claims.

Therefore, NAD recommended that Nanit discontinue the claims that Nanit parents get an extra “36 nights of sleep per year” and that parents who use Nanit “may get more sleep.”

Nothing in this decision precludes Nanit from making other truthful and non-misleading claims about its products’ “smart” features, the potential sleep benefits of using its products, or its consumer reviews on Amazon or other platforms.

During the proceeding, Nanit voluntarily and permanently discontinued express claims that “Nanit saved our baby’s life a number of times,” as well as claims that Nanit tracks a baby’s heart rate. NAD will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Nanit stated that it “respectfully disagrees with” aspects of the decision, it "agrees to comply with NAD’s recommendations".

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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. 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 creating fair competition for business.

Name: Jennie Rosenberg
Email: press@bbbnp.org
Job Title: Media Relations