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NAD Decision Against Native Deodorant Anti-Wetness Claims Holds Up On Appeal

Executive Summary

Natural-oriented Native, acquired by P&G in late 2017, failed to convince a National Advertising Review Board panel that its aluminum-free deodorants absorb and protect against underarm wetness. What remains in question is whether deodorant marketers with proper substantiation are free to make such claims under FDA regulations without conforming to the OTC antiperspirant drug monograph.

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