BBB National Programs Archive

Kimberly Clark, P&G Participate In NAD Forum

New York, NY – May 10, 2006 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended that Kimberly-Clark modify advertising claims for Huggies Supreme Natural Fit Diapers. NAD, the advertising industry’s self-regulatory forum, examined television, Website, direct mail, and free-standing inserts containing claims for Huggies Supreme, following a challenged from Procter & Gamble, the maker of Pampers brand diapers.  At issue is the claim:

  • Unlike Pampers Cruisers, Huggies is the only diaper with Hugflex. A new hourglass shape so it fits and feels more natural for your baby.

NAD first addressed the claim that Huggies Supreme Natural Fit diapers have a “new hourglass shape,” and determined that slight alterations to the diaper’s core and waistband did not result in a  “new hourglass shape.” NAD recommended that the advertiser either discontinue the claim or modify the claim to avoid conveying the unsupported message that a change has been made to the width of the diapers.

NAD next considered whether the challenged advertising communicates the message that Huggies are the only diaper with an hourglass shape – or, similarly, the message that Pampers Cruisers do not have an hourglass shape. NAD concluded that consumers could reasonably understand the “hourglass shape” claim to be comparative or exclusive, conveying the message that Huggies Supreme Natural Fit diapers – unlike Pampers Cruisers or other diapers – have an hourglass shape. Neither message is supported and recommended that the advertiser modify the claim.

Finally, NAD reviewed the “fit and feel” claim. As an initial matter, NAD considered the takeaway from this claim. NAD appreciated that the advertiser intended this claim to convey that the new features of Huggies Natural Fit diapers provide a more natural fit and feel than the previous Huggies Supreme diapers.

However, given the context in which this claim appears, NAD determined that the “fits and feels more natural” claim could reasonably be understood to be a comparative claim against Pampers Cruisers. NAD concluded that this comparative message was not supported by the evidence in the record and recommended the advertiser modify the claims to avoid conveying the unsupported message that Huggies Supreme Natural Fit diapers fit and feel more natural than Pampers Cruisers.

Kimberly-Clark, in it advertiser’s statement, said it respectfully disagrees with the decision of the NAD and “believes that the claims being made are fully substantiated by the data submitted in this proceeding.”