Hey everyone,

We are the co-founders of Sterra—Chris and Strife.

Recently, we issued an apology for a misleading video we posted in February. We understand and empathize with those affected by this ad and appreciate the guidance from the CCCS and the media coverage over the past few months. It has been a great learning experience for both the brand and us personally.

 

Firstly, we want to reiterate our apology to the public. This issue stemmed from a lapse in our marketing processes, which we have since worked diligently to improve. We’ve engaged an external legal firm to refine our compliance with marketing guidelines and have implemented more rigorous internal procedures. This includes staff training and strict quality checks for every ad by a dedicated internal team. We’ve also coordinated closely with the CCCS to ensure full compliance with regulatory requirements.

Secondly, we want to clarify the origins of our products, particularly our water and air purifiers, to reassure both current customers and the public:

This incident stemmed from a marketing oversight. We want to reassure you that maintaining the quality and integrity of our products is our top priority. Each item undergoes rigorous testing to meet high standards before it reaches you. Should any product fall short of our stringent expectations, our dedicated after-sales team is committed to rectifying the issue promptly. 

While we acknowledge that some customers are dissatisfied, we also recognize many who have benefitted from and enjoyed our products and services. We value all our customers and are committed to enhancing our brand and earning your trust over time.

Thirdly, as co-founders, we take full responsibility for this issue and are committed to continual improvement. Our customer-facing teams—including sales, content creators, customer service, and technicians—are not responsible for this oversight. Please refrain from directing personal criticism at them.

We welcome your thoughts, feedback, and questions in the comments below and will respond to them.

Thank you and take care!

Best,
Chris & Strife