Rash claims clash as the NAD rejects a claims substantiation survey by a baby wipe manufacturer. Competitor Kimberly-Corp takes a swipe at WaterWipes and wins. Claims at Issue WaterWipes is a baby wipe company whose...
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Measuring Consumer Perception and Behavior and False Advertisement in Charitable Giving
On Black Friday 2021, one of the most popular shopping days of the year, Patagonia matched its sales with donations to organizations fighting climate change, resulting in a donation of $10 million to grassroots organizations...
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Substantiate, Don’t Exaggerate: NAD won’t let you exaggerate a competitor’s flaws, even if your product truly solves the problem
NAD rules that inflating claims against competitors is unfair If your service really is 20 times better than a competitor’s, how do you fairly substantiate the claim and publish an ad? The National Advertising Division...
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Litigation Surveys and The Selsun Blues
Selsun Blue, an anti-dandruff shampoo, and its manufacturer, Chattem, were accused of false and deceptive advertising over the “natural” tagline on the shampoo’s bottle. A class of plaintiffs brought an action in New York alleging...
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Golden Rule: Write your claims for a ‘reasonable consumer’
Pepperidge Farms “Golden Butter” crackers take center stage in a false and deceptive advertising suit originating in New York. Were the claims attempting to butter up consumers, or were they grounded in the ingredients list?...
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