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BreathAsure will clarify "#1 selling breath freshener" statement per NAD request.

This article was originally published in The Tan Sheet

Executive Summary

BREATHASURE WILL MODIFY "#1 SELLING BREATH FRESHENER" AD CLAIM to show it is applicable only to the breath freshener subcategory of sprays, drops and capsule products and does not include candy/mint products following a review by the National Advertising Division of the Council of Better Business Bureaus. BreathAsure, disagreeing with NAD's conclusion, said it "believes there is a reasonable basis to claim that `BreathAsure [is] the #1 selling breath freshener in the country,' based on Information Resources, Inc. data showing its leadership role in the breath freshener category of health care products. Nevertheless, BreathAsure is prepared to modify its advertising to meet NAD's request," the firm said.
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