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NAD O.K. with ads comparing Aleve to Advil

This article was originally published in The Tan Sheet

Executive Summary

Bayer Healthcare's ads comparing Aleve to Wyeth Consumer Healthcare's Advil meet the National Advertising Division's approval. According to a Sept. 9 report, NAD reviewed the ads after Wyeth complained claims that Aleve is "the best value" and "Just 2 Aleve = 4 Advil" are implied superiority claims. NAD disagreed, finding the pill-count comparison is based appropriately on FDA-approved labels for Aleve and Advil. Wyeth also complained Bayer claims Aleve can "stop pain all day" and provide "all day pain-free movement" are not but should be supported by studies. NAD disagreed, noting "no reasonable consumer would expect total pain relief.
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