Once Was Enough For J&J In Supporting Neutrogena ‘#1 Recommended’ Advertising
J&J Consumer Protests Process, Findings In Second Industry Self-Regulation Review
J&J Consumer appeals National Advertising Division decision, arguing a “#1 claim” for its Neutrogena personal care line challenged by L’Oréal USA is materially similar to one that NAD attorneys found it supported more than a decade ago.
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L’Oreal USA will appeal a National Advertising Division decision advising it to stop claiming that CeraVe is the “#1 dermatologist recommended skincare brand.” J&J challenged the claim, taking issue with the underlying dermatologist survey.
NAD will assign three attorneys at the beginning of each Complex Track review instead of one, director Laura Brett said in a recent interview. The industry self-regulation group also recently launched its Fast-Track program for more simple ad claim challenges that rarely have been made.
Neutrogena is indeed the No. 1 brand recommended by dermatologists and may in most cases include the claim in its advertising for individual products, the National Advertising Division says July 30, siding against challenger Unilever