NAD: Sea & Ski Sunscreens May Go ‘Beyond UV,’ But Not To Infrared Zone
This article was originally published in The Rose Sheet
Cross Brands Manufacturing’s stingily hand-picked in vitro test results for Sea & Ski sunscreens do not demonstrate a clear, consumer-relevant infrared protection capability, let alone show that IR defense translates to meaningful skin-health benefits, according to the National Advertising Division’s Sept. 7 decision.
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The National Advertising Division is weary of companies claiming confidentiality in its dispute resolution forum without adequately detailed cause or earnest efforts to meet the option’s requirements. A panel at the group’s annual meeting discussed the issue and steps advertisers should take to protect their competitive interests without compromising themselves or the self-regulatory system.
Marketers now can petition NAD to reopen cases if they have new studies or other data supporting ad claims that were shot down by the watchdog group previously, though the bar for re-review is high, says NAD Director Laura Brett.
Sea & Ski’s infrared protection claims read as a bold grab for competitive leverage after its disappearance from the market for more than a decade. But old rival Coppertone isn’t sitting idly by.