Key Takeaways:Primally Pure’s anti-sunscreen campaign used rage bait to insert itself into the zeitgeist.The “clean” skincare brand ignored multiple inquiries from the National Advertising Division about false product claims.The brand’s case is now being referred to the Federal Trade Commission.As the saying goes, “F*ck around and find out..." Polarizing skincare brand Primally Pure f*cked around when it launched a marketing campaign to promote its new tallow-based sun cream with the tagline, “The sun isn’t poison. Your sunscreen is.” And now, Primally Pure is officially in its finding-out phase.On September 4, independent non-profit BBB National Programs, National Advertising Division  (NAD) announced it referred Primally Pure to the Federal Trade Commission (FTC) for potential enforcement action for failing to respond to NAD’s multiple inquiries.NAD,  the advertising industry’s self-regulatory arm, doesn’t refer cases to the FTC unless a company ignores NAD’s recommendations and/or communications, or refuses to participate in NAD proceedings. While the FTC is not required to investigate recommendations from NAD, the two entities have a long-standing relationship. "The FTC takes referrals from NAD very seriously, and it [FTC] has a webpage dedicated to the closing/resolution letters it issues concerning NAD referrals," Anahid Ugurlayan, Assistant Director, National Advertising Division, told BeautyMatter in an email.NAD initially challenged false advertising claims made by Primally Pure that the “clean” brand’s sun cream is “a safer and better alternative to conventional sunscreens.