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Re-activateVOCs (short for volatile organic compounds) have become a big part of how paint is marketed to consumers. So it's no surprise that two major manufacturers—Benjamin Moore and Sherwin-Williams—recently locked horns over the latter's claims that its Sherwin-Williams Harmony line of paints uses a "zero-VOC formula." Benjamin Moore—whose no and low-VOC products include Aura and Natura—filed the challenge with the Better Business Bureau's National Advertising Division (NAD), which mediates disputes between manufacturers of consumer products.
A zero-VOC paint is defined by the coatings industry as any product that contains less than 5 grams of VOC per liter. Prior to its challenge, Benjamin Moore commissioned tests on selected colors of Sherwin-Williams Harmony paints. The tests revealed VOC levels ranging from 42 to 112 g/l for certain Sherwin-Willaims "deep base" paints tinted with conventional colorants. Based on that and other evidence, the NAD ruled that "not all of the paint colors in the Harmony line perform as promised."
The NAD recommended that Sherwin-Williams discontinue or modify its claim to clearly convey this caveat to consumers. In response, Sherwin-Williams said it "is disappointed that the NAD did not agree with its position that both consumers and the industry understand zero-VOC claims to pertain only to the majority of colors in a paint line, as opposed to being a 100 percent 'line claim'."
Hmmm ... no comment. But if you'd like to see how Sherwin-Williams, Benjamin Moore, and a dozen or so other manufacturers stack up in Consumer Reports tests, read our paint buying guide. And check back soon for the latest Ratings of nearly 70 models.
—Daniel DiClerico
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