New York, NY – Feb. 2, 2015 – The National Advertising Division has determined that Procter & Gamble has taken necessary steps to modify and/or discontinue a “50% longer” advertising claim made on product packaging for the company’s Duracell Rechargeable Batteries.

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

Energizer Holdings, Inc., a maker of competing products, contended in its challenge that the claim at issue – “50% Longer Lasting.*” as it appeared on the front of the package –conveyed the unsupported broad superiority message that the batteries lasted a 50 percent longer than all other rechargeable batteries on the market when used in all devices.

Further, Energizer noted, the disclaimer “*per charge vs. AA 1350 mAh within the first 200 cycles”, was located on the back of the package, and in such a manner that consumers were unlikely to notice or read it.

In response to NAD’s inquiry, P&G said that it was in the process of redesigning packaging for Duracell Rechargeable batteries and that it would, in conjunction with that initiative, modify its claim to read “50% longer lasting per charge” and include the disclosure text on the same packaging face as the claim. The company assured NAD that the change would be permanent and that it would not revert to the challenged execution of the claim and disclosure.

NAD noted in its decision that it appreciated the advertiser’s voluntary permanent discontinuance of the claim “50% Longer Lasting.*” and accompanying disclosure in its current form, as well as the company’s undertaking to redesign its product packaging—actions that NAD deemed necessary and proper.

P&G, in its advertiser’s statement, thanked NAD for its time and attention in reviewing this matter.  “P&G is pleased that the parties and NAD agree that the claim, as intended, is truthful, and will update the packaging to ensure it reflects the NAD’s recommendations.”