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P&G Should Bin ‘100% Odor Protection’ Claims For Secret Clinical Strength – NAD

This article was originally published in The Rose Sheet

Executive Summary

While P&G’s clinical testing demonstrates “a high level of overall effectiveness of Secret Clinical Strength,” it does not support the quantified and absolute “100% Odor Protection” claim used in advertising for the product family, NAD asserts, siding with challenger Unilever. The firm also should discontinue “No White Marks” claims in certain contexts, as well as “Doctor Recommended” statements, NAD says.

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