Ad Alert

Rust-Oleum Painter’s Touch Ultra Cover 2X Spray Paint

An industry self-regulatory board claims to have caught the company red handed.

Ad Alert

Rust-Oleum Painter’s Touch Ultra Cover 2X Spray Paint

Rust-Oleum, makers of Painter’s Touch Ultra Cover 2X Spray Paint, claims its product will provide twice as much coverage as competing spray paints in half the time. However, The National Advertising Division (NAD) is the advertising industry’s self-regulatory body administered by the Council of Better Business Bureaus., an advertising industry self-regulation board, took issue with the broad brush of these colorful claims.


After reviewing numerous television, print and Internet advertisements for the product, NAD recommended that the company change the product’s name, which it said is an express performance claim, and discontinue any marketing that indicates the product delivers twice the coverage of competing spray paints. The investigation came after a complaint from a rival company, Sherwin Williams, which manufactures Krylon products. Claims at issue include:

  • “Ultra Cover 2X”
  • “Twice the coverage”
  • “You’ll get twice the coverage in a single pass-which means your project will be done in half the time at half the cost of competitive brands.”

NAD took issue with the methodology of Rust-Oleum’s in-house tests and found that they showed that Painter’s Touch Ultra Cover 2X achieved 2X coverage only 47 percent of the time against samples of Krylon’s ColorMaster spray paint and only 51 percent of the time against Krylon’s CoverMaxx spray paints.

Rust-Oleum said it will appeal NAD’s findings to the National Advertising Review Board (NARB.)

More information on Rust-Oleum can be found here. Additional coverage about home care products can be found here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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