The Full Story Behind Molekule’s Advertising Claims

The most recent report from Wirecutter is both misleading about the NAD process, and flat out wrong.  

Firstly, this article is an out of date assessment of Molekule’s claims. While this is an ongoing legal matter, there is strong evidence to show that our core claims will be vindicated and upheld. Additionally, it’s important to note that Dyson initiated this proceeding with the National Advertising Division (NAD) to undermine the proven power of Molekule’s PECO technology, as they frequently do with new competitors in the space.

We also have ample testing to back up our claims regarding our technology.  Just this week we released testing on our devices conducted in room chambers by Lawrence Berkeley National Laboratory and Intertek, nationally recognized testing laboratories.

In this testing with the leading experts in Indoor Air Quality testing, our devices were shown to perform on both particulate matter and VOCs. Remember, these labs are accountable to the science, not the company. 

Wirecutter’s report conveys a number of misleading statements about what the NAD process is about, and what was at issue in their report.

The NAD process is not about disputing the scientific validity of our claims.  It is a process of interpreting various pieces of marketing copy and determining if the testing we had available at the time was reasonable substantiation.

In this regard, the NAD process does not take into account additional testing done subsequently.  For example, the cited tests from Lawrence Berkeley National Laboratory and Intertek were not taken into account, nor any other recent testing, even though they substantiate or directly meet the NAD’s criteria.

The key area we agreed to change our claims was in regards to statements where we said things like “completely eliminates” pollutants.  NAD’s interpretation of this is that it implies we can make rooms completely sterile, as opposed to our intent, which is that we actually destroy pollutants captured by our device in comparison to collection. This is important because there is potential risk of re-exposure in the case of simple collection.

Despite this, in accordance with the testing from LBNL and Intertek, we have shown to be effective in the capture and destruction of pollutants with our devices in real world room size scenarios.

In fact, this is why we agreed to remove our previous quantified destruction claims.  Like HEPA filter testing, we started our company with testing our claims against what the filter technology was able to do.  HEPA claims of 99.97% particulate removal are tested against the filter, and not the device. Our original tests started here.

However, we didn’t stop there. We have subsequently also tested the actual devices with some of the best experts in the world, according to international standards established for device level testing in room situations. We felt it was not necessary to dispute in our appeal the filter level testing applying to the device for quantified claims (as it does for HEPA), since we had newer and better results to share.

We are not surprised that Wirecutter has misconstrued the facts. They have done this in the past. See our full video response below. It is clear they are not interested in seeing innovation when it comes to the air we breathe. By their own logic better air purification would mean bigger fans and bigger filters. We believe that is not enough when it comes to the emerging concerns of airborne chemicals, airborne viruses, and much more.

Our critics will not stop because of their interests.  But we will keep working with top scientists in the field to verify our technology and continue to advance it.  We will keep publishing in peer reviewed journals and appearing at scientific conferences with our most recent results.

And we will keep speaking about it to the public, while publishing test results for all to see.  Because that’s how science works.

You can read the Molekule Air Effectively Eliminates Common Volatile Organic Chemicals (VOCs) and Ozone in a Room-Sized Environment report from Lawrence Berkeley National Laboratory here.

This is our CEO’s direct response to Wirecutter:

And you can also see some of our testing here in this video series:

Written by

Dilip Goswami is the Co-Founder and Co-CEO of Molekule, a company on a mission to solve the global air pollution crisis by reimagining the future of clean air.