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NAD Dispute Over Native Deodorant Claims Raises Question: Is Wetness Protection Exclusive To Antiperspirants?

Executive Summary

Colgate’s Tom’s of Maine continues efforts to police natural deodorant advertising, challenging wetness-protection claims from P&G’s Native brand in the National Advertising Division’s self-regulatory forum. Siding with Tom’s, the NAD focused on the adequacy of Native’s evidence, but the case also has FDA regulatory implications and could impact other P&G brands, namely Secret. Native is appealing the NAD’s decision.

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