NAD FINDS P&G ACTED PROPERLY IN DISCONTINUE MASCARA ADVERTISING FEATURING POST-PRODUCTION ENHANCEMENTS

New York, New York – Dec. 15,   2011 – The National Advertising Division of the Council of Better

Business Bureaus Claims has determined that the Procter & Gamble Company acted properly in

discontinuing superior performance claims made in print advertising by the company for its CoverGirl

NatureLuxe Mousse Mascara.

NAD the advertising industry’s self-regulatory forum, requested substantiation for the following

express claims:

• “2X more volume**”

“**vs. bare lashes”

• “20% lighter*”

“*vs. the most expensive mascara.”

NAD also considered whether the advertising at issue conveyed the implied messages that

consumers who use CoverGirl NatureLuxe Mousse Mascara would get lashes like those depicted in

the advertisement and that the lashes depicted in the photograph were achieved solely by using

CoverGirl NatureLuxe Mousse Mascara, without post-production enhancement.

The advertising at issue featured a celebrity looking up to highlight her long eyelashes. Beneath was

the disclaimer “lashes enhanced in post production.”

Upon receipt of NAD’s initial inquiry, the advertiser advised NAD it had permanently discontinued all

of the challenged claims and the photograph in its advertisement.  It is well-established that product

demonstrations in advertisements must be truthful and accurate and cannot be

enhanced.   Consequently, NAD appreciated the advertiser’s action, which NAD deemed necessary

and proper.

About Advertising Industry Self-Regulation: The National Advertising Review Council (NARC) was formed in 1971. NARC establishes the policies and procedures for the National Advertising Division (NAD) of the Council of Better Business Bureaus, the CBBB’s Children’s Advertising Review Unit (CARU), the National Advertising Review Board (NARB) and the Electronic Retailing Self-Regulation Program (ERSP).

The NARC Board of Directors is composed of representatives of the American Advertising Federation, Inc. (AAF), American Association of Advertising Agencies, Inc., (AAAA),  the Association of National Advertisers, Inc. (ANA), Council of Better Business Bureaus, Inc. (CBBB), Direct Marketing Association (DMA), Electronic Retailing Association (ERA) and Interactive Advertising Bureau (IAB).  Its purpose is to foster truth and accuracy in national advertising through voluntary self-regulation.

NAD, CARU and ERSP are the investigative arms of the advertising industry’s voluntary self-regulation  program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media. NARB, the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate NAD/CARU cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the children’s advertising industry, while NAD/NARC/NARB’s primary source of funding is derived from membership fees paid to the CBBB. ERSP’s funding is derived from membership in the Electronic Retailing Association. For more information about advertising industry self-regulation, please visit www.narcpartners.org.