Sensodyne ProNamel TV Ad Claim's Accuracy Slips Through Cracks
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Council of Better Business Bureaus appeals board agrees with all but one recommendation NAD made in review of claims for Philips' Sonicare DiamondClean power toothbrush challenged by P&G. In appeal by both firms, panel disagreed with investigative arm on comparative claim about toothbrush travel cases.
Council of Better Business Bureaus' advertising review appeals panel says Sanofi didn't support claiming ACT Dry Mouth Lozenges "are uniquely formulated to stimulate saliva flow” because no evidence supported uniqueness. On review of initial findings from August 2018 on GSK challenge, which markets Biotene dry mouth products, panel considered appeals by both firms.
P&G emerges largely unscathed from a National Advertising Division dispute regarding claims for Crest Sensi-Stop Strips, which challenger GlaxoSmithKline Consumer Healthcare argued were unsupported, including the product name. NAD determined the firm’s evidence adequate to support claims of immediate relief and protection for up to one month, among other statements made in ads and on product packaging.