Vrbo needs to modify or take down its Nick Saban commercials after Airbnb won a challenge against the campaign with the BBB’s National Advertising Division.
That division found that the campaign falsely “conveys the message that Vrbo competitors, like Airbnb, always require cohabitation with hosts,” according to a National Advertising Division announcement.
It said the claim is unsupported and called on Vrbo to remove the “host-free” claim in the commercials or change it.
The Vrbo commercials – called “Rules” and “Host” – stated: “When other vacation rentals make you share your turf with a host, try one you have all to yourself.”
The commercials feature the former University of Alabama football coach talking about all the things guests supposedly can’t do in a rental when a host is present: Taking showers longer than five minutes, for example, or using streaming services. They attempted to take a shot at Airbnb Rooms, which are shared stays with hosts.
The BBB’s National Advertising Division felt the ad went too far in implying that all Airbnb stays have a host present, which they don’t.
“We’re pleased with the NAD decision,” an Airbnb spokesperson said Tuesday.
Both the “Rules” and “Host” commercials debuted on August 31, 2024, and are still airing today, according to a spokesperson for iSpot.tv. “Rules” ran most frequently during college football games, followed by men’s college basketball and NFL games.
In November, Expedia Group CEO Ariane Gorin told investors and analysts that the campaign was effective. “We have this great marketing campaign with Nick Saban in the last couple of months,” Gorin said. “Perhaps people saw it. It was a great-performing campaign and drove a lot of conversion.”
Vrbo Says It Will Comply
Vrbo essentially told Skift that it doesn’t agree with some of the NAD’s decisions but will follow the recommendations.
“Vrbo appreciates NAD’s support of the ads that highlight the difference between Vrbo and some competitors – that Vrbo offers only private vacation rentals not shared with a host,” a Vrbo spokesperson said. “Vrbo believes this is the only meaningful impression created by the ads, but will comply.”
As of Tuesday afternoon, both of the Vrbo commercials with the disputed language were available in Vrbo’s YouTube channel.
A National Advertising Division spokesperson said “we expect reasonably prompt compliance.”
Billboard Complaints Get Mixed Decisions
Vrbo also has put up billboards, including one near Airbnb headquarters in San Francisco.
In one case, it has the line, “What do you call an Airbnb without a host? — Vrbo.” The National Advertising Division recommended that Vrbo discontinue the billboard campaign or modify the language.
A second billboard says that Vrbo is “Airbnb’s hotter, cooler, friendlier, long-lost twin that never has hosts.” The National Advertising Division did not rule in favor of Airbnb for that one. It said that it “accurately conveys that Vrbo only offers rental options that are not shared by a guest with a host.”
