P&G Secret, Sure clear formula efficacy claims need condition of use data, NAD concludes.
This article was originally published in The Tan Sheet
Executive Summary
P&G SECRET SHEER, SURE CLEAR SUPERIORITY CLAIMS MUST BE BASED ON ACTUAL USE, the National Advertising Division of the Council of Better Business Bureaus determined after reviewing comparison claims in Procter & Gamble print and TV ads, free- standing inserts and packaging for the company's two deodorant/antiperspirants. "Given the many significantly different forms of APs" (antiperspirants) marketed (e.g., solids, gels, gel solids, roll-ons and aerosols), "it is important in efficacy testing to determine the amount of each type of AP that a consumer would actually apply," NAD states in a June 15 case report.
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