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Pfizer Bain de Soleil Kids "all-day" protection claims to be modified after NAD inquiry.

This article was originally published in The Rose Sheet

Executive Summary

PFIZER BAIN DE SOLEIL "ALL-DAY" PROTECTION CLAIM TO BE MODIFIED following a review by the National Advertising Division of the Council of Better Business Bureaus. In a Nov. 14 NAD case report, the industry watchdog group took issue with a print ad for Pfizer's Bain de Soleil Kids and Bain de Soleil Gentle Block sunscreens that features a bathing suit-clad baby girl in the "mid-day sun" and states, "Protect your little ones for up to 8 hours...Top to Bottom." NAD concluded the claims made in the ad "extend beyond the scope of the data and testing upon which the advertiser relied."
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