BBB National Programs Archive

Beiersdorf Says it Will Discontinue Six-Hour Claim for ‘Aquaphor’ Diaper Rash Cream Following NAD Inquiry

New York, NY – May 19, 2016 – Beiersdorf, Inc., the maker of “Aquaphor Baby Diaper Rash Cream” said it has launched a new advertising campaign and is permanently discontinuing express claims that the product relieves diaper rash in six hours. The company’s statement came in response to an inquiry by the National Advertising Division.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

As part of its routine monitoring efforts, NAD asked the advertiser to provide its substantiation for the following claims:

  • “Make It All Better. Treat and Relieve diaper rash within six hours.”
  • “Clinically proven to relieve diaper rash within 6 hours.”

The advertiser maintained that each of the challenged claims is substantiated with competent and reliable scientific evidence, but informed NAD that the claims have been permanently discontinued for business reasons unrelated to NAD’s inquiry.

According to the advertiser, the challenged claims no longer appear in advertising for Aquaphor Baby Diaper Rash Cream and have been removed from the Aquaphor website, and all print and digital advertising.  The advertiser asserted that it has redesigned its product packaging and is beginning the process of introducing new packaging in retail stores.

In reliance on the advertiser’s representation that the claims have been permanently discontinued, NAD did not review the claims on their merits.  The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.

Beiersdorf, in its advertiser’s statement, said the company has launched a new campaign and is in the process of discontinuing the claims “Make it All Better. Treat and Relieve diaper rash within six hours” and “Clinically proven to relieve diaper rash within six hours” for business reasons.  The company said it “appreciates NAD’s efforts to ensure fair and truthful advertising and thanks NAD for its expeditious resolution of this matter.”

Note: A recommendation by NAD to modify or discontinue a claim is not a finding of wrongdoing and an advertiser’s voluntary discontinuance or modification of claims should not be construed as an admission of impropriety. It is the policy of NAD not to endorse any company, product, or service. Decisions finding that advertising claims have been substantiated should not be construed as endorsements.