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3M NAD case

This article was originally published in The Tan Sheet

Executive Summary

The National Advertising Division of the Council of Better Business Bureaus announces Nov. 30 it recommends 3M Company modify or discontinue a consumer-preference claim for Nexcare Comfort Ultra Fabric brand adhesive bandages. The Nexcare product claims it is "Preferred #1 in User Test" with the disclosure "Nexcare Comfort Bandages compared to BAND-AID Plastic Comfort-Flex and Sheer Comfort-Flex Bandages and CURAD Plastic and Sheer Bandages." NAD says "even if the objects chosen for the comparison are appropriate and the size and placement of the disclosure is adequate, the claim #1 is likely to be misleading" since Nexcare is not number one in sales or preference. 3M has since discontinued the ads and says "while we respectfully disagree with several findings in the decision, we do respect and support the self-regulatory process and will consider all of NAD's recommendations in future advertising"...
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