Unilever's ThermaSilk Heat Benefit Claims Are Misleading - NAD
This article was originally published in The Rose Sheet
Executive Summary
Unilever TV and print ads claiming heat is "good" or "beautiful" for hair or that ThermaSilk will make hair "healthy or healthier" lack adequate substantiation, the National Advertising Division of the Council of Better Business Bureaus says.
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NAD
Revised ads for Unilever's Thermasilk shampoos and conditioners are approved by National Advertising Division of the Council of Better Business Bureaus following reports from Procter & Gamble that Unilever had not revised previously unsubstantiated advertising claims. Unilever maintained that new ads with theme "Thermasilk: The Beauty in Heat," respond to NAD's recommendations and will be incorporated in all advertising and promotional materials, according to NAD. Division is satisfied with Unilever's actions and has closed the compliance inquiry. NAD found Thermasilk TV and print ad claims that heat is "good" or "beautiful" for hair to lack substantiation in its April case report (1"The Rose Sheet" May 28, p. 9)
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