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The National Advertising Division has determined that a commercial for “Dole Fruit Bowls,” a product of Dole Packaged Foods, LLC, doesn’t disparage competing products. NAD has also recommended that Dole either discontinue the implied claim that all of its “Dole Fruit Bowl” products are packed in 100 percent fruit juice, or modify the claim to clearly identify which products are packed in juice and which are packed in light syrup. Advertising claims made by Dole were challenged by Del Monte Foods, Inc.
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The National Advertising Division of the Council of Better Business Bureaus has determined that Direct Digital, LLC, can support certain advertising claims made in print and Internet advertising for the company’s “Instaflex” dietary supplement.
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The National Advertising Division has determined that Comcast Cable Communications, LLC, can support overall speed claims challenged by CenturyLink, but recommended that Comcast modify its advertising to better clarify certain Internet speed comparisons.
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The National Advertising Division of the Council of Better Business Bureaus has determined that Comcast Corporation can support advertising targeted to Comcast business “enterprise services” customers, claiming that these services are delivered over a fiber optic network.
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The National Advertising Division of the Council of Better Business Bureaus has determined that the Coca-Cola company can support the claim that Minute Maid Enhanced Juice Blend can “help nourish your brain.”
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The National Advertising Division has determined that Church & Dwight Co., Inc., provided a reasonable basis for stand-alone performance claims made in product packaging, website, and broadcast advertising for the company’s Arm & Hammer Slide Cat Litter. NAD recommended the advertiser modify or discontinue the comparative product demonstration featured in the television and website advertising.
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The National Advertising Division has determined that Church & Dwight Co., Inc., could support a 2-1 preference claim for its Arm & Hammer Sensitive Skin Plus Scent and Perfume and Dye Free laundry detergents, but recommended the advertiser modify certain claims. The claims at issue were challenged by Sun Products Corporation, the manufacturer of the competing “all free clear” laundry detergent.
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The National Advertising Division has determined that Chattem, Inc. provided a reasonable basis for claims that Xyzal Allergy 24HR is “nearly half the size” of Zyrtec. NAD recommended that the advertiser modify its original “half the size” claim to “nearly half the size” and to modify the accompanying disclaimer to state that the claim is based on the pills’ relative volume or dimensions, and to omit the references to dextrocetirizine in order to more clearly convey the basis for the claim.
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The National Advertising Division has determined that advertising for Chase Bank USA’s Chase Freedom credit card did not mislead consumers about the nature of the cards points-based rewards system.
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The National Advertising Division has recommended that Charter Communications, Inc. modify or discontinue certain superior performance and pricing claims made in broadcast and direct-mail advertising.
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As part of its routine monitoring program, NAD challenged claims made by PayPal, Inc. on its PayPal Prepaid Mastercard website. NAD found certain claims substantiated but recommended that its “no purchase fee” claim be modified or discontinued.
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The National Advertising Division has concluded that Mead Johnson provided a reasonable basis for its compositional claims for its Enfamil NeuroPro MFGM (Milk Fat Globule Membrane)-Supplemented Infant formulas but recommended modification of other claims in both consumer and healthcare professional advertisements, and discontinuance of its use of a certain bar graph in its consumer-directed commercial, following a challenge by Abbott Nutrition, maker of Similac Infant Formulas.
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The National Advertising Division has concluded that certain claims made by Abbott Nutrition for its Human Milk Fortifier in a healthcare professional-directed sales brochure and a related poster were supported by the two studies discussed and promoted in these advertising pieces but recommended modifications to other claims, following a challenge by RB LLC, maker of competing infant nutritional products such as Enfamil Human Milk Fortifier.
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The National Advertising Division has determined that commercials for Blue Buffalo Company, Ltd., dog food did not falsely denigrate competing products made by Mars Petcare US, but did recommend certain modifications to the challenged advertising. NAD further determined that challenged print and internet advertising reasonably conveyed the truthful and accurate message that consumers should compare the ingredients in competing products and decide which one is best for their pets.
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The National Advertising Division has determined that B’Iota Botanicals can support certain advertising claims for the company’s “Advanced Shampoo & Serum for Thinning and Damaged Hair,” including claims that the products are proven to help in cases where thinning hair is related to changes in the physiology of hair follicles.
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The National Advertising Division has determined that Bayer Healthcare LLC can support a wide range of advertising claims for the company’s Claritin and Claritin-D products, including that Claritin-D begins to work in 30 minutes.
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The National Advertising Division has determined that “2’-FL human milk oligosaccharide,” a claim made by Abbott Nutrition in advertising for its Similac Pro-Advance and Pro-Sensitive infant formulas, doesn’t convey a misleading message, as long as the advertiser makes the necessary disclosure “not from human milk,” easier for consumers to notice, read and understand.
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The National Advertising Division has determined that Gerber Products Company can support advertising claims made on product packaging and in website advertising that various Gerber baby and toddler food products are a “good” or “excellent” source of certain nutrients. NAD recommended the company modify a claim made for Gerber Good Start Gentle Formula.
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The National Advertising Division (NAD) competitor challenge process plays a critical role in the success of advertising industry self-regulation by publicly demonstrating the advertising industry’s commitment to high standards of truth, accuracy and substantiation.
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The National Advertising Division has provided additional guidance on the types of advertising claims that can be supported by customer-satisfaction surveys in a case where claims made by Verizon Communications, Inc., for FiOS internet and television service were challenged by Comcast Cable Communications. Verizon has said it will appeal NAD’s adverse findings to the National Advertising Review Board.