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SmithKline Beecham to modify Nicoderm CQ comparative TV ad following NARB decision.

This article was originally published in The Tan Sheet

Executive Summary

SMITHKLINE NICODERM CQ COMPARATIVE TV AD MODIFIED prior to an Oct. 10 decision by the National Advertising Review Board, the company said. The NARB decision settles SmithKline Beecham's appeal of a June 12 opinion by the National Advertising Division of the Council of Better Business Bureaus that recommended specifically how a Nicoderm CQ television ad should be changed to portray more accurately the differing nicotine content and treatment time for the transdermal patch and its competitor, McNeil Consumer Product's Nicotrol ("The Tan Sheet" June 16, p. 8). NARB upheld NAD's position but allowed SmithKline to decide exactly how it will alter the ad.

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