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Tom’s ‘Naturally Dry’ Claims Survived Class Action, Only To Perish At NAD

This article was originally published in The Rose Sheet

Executive Summary

Companies that have settled lawsuits regarding the truthfulness of “natural” or other claims should take note of the National Advertising Review Board’s decision on jurisdictional issues raised last year by Colgate. The firm argued unsuccessfully that the National Advertising Division should not have reviewed Tom’s of Maine Naturally Dry antiperspirant claims because they were the subject of a court-approved class settlement.

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