Overview: Pretty Litter will discontinue comparative claims that competitor Fresh Step does not remove odor and makes a home smell. Something smelled off to Clorox and the case was brought to the NAD. Sitting Pretty,...
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How Consumer Surveys Help Identify the Correct Sensory Claims
Most sensory claims are about perception and preference. Advertisers and marketers typically use data from sensory research to market existing products or develop new product lines, to support claims such as “perfectly seasoned,” “eliminates tough...
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Substantiate THAT! Substantiating Hypothetical Sensory Claims
For decades, the FTC and other regulators have required advertisers to provide substantiation for the claims they make in advertising. The NAD, FTC, and courts consider context and content for all claims. When ads draw...
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Best Practices for Sensory Claim Research
Blindfolds, coffee beans, headphones, label-less dishes of different foods, blank tins of face creams: These are some of the many ways sensory research is conducted in pop culture. Marketers and advertisers use sensory research to...
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NAD Molson Coors Decision: Brewing Beer Claims
Beer is an increasingly competitive industry, with 9,247 breweries in operation at the end of 2021 alone, a number that quadrupled in a decade, according to the Brewer’s Association. As the number of breweries grows,...
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