BBB National Programs Archive
StriVectin Revises Disclosure in Print Ad in Response to NAD Inquiry
New York, NY – April 16, 2015 – In response to an inquiry from the National Advertising Division, StriVectin Operating Company, Inc., has modified print advertising for the company’s StriVectin Intensive Illuminating Serum to better disclose to consumers the basis for certain quantified performance claims.
NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
The print advertisement at issue initially featured the claim “Brightening That’s Light Years Ahead,” next to a close up of a woman’s face. The advertisement included a description of StriVectin Intensive Illuminating Serum and the following quantified performance claims: “86% saw brighter skin*”; “86% saw improved skin texture*”; “81% saw more even skin tone.*”
The disclaimer appeared along a fold in the magazine in very small grey type against a non-contrasting grey background and stated “Based on consumer evaluation at 8 weeks.”
NAD noted in its decision that the advertiser immediately responded to NAD’s inquiry and included a revised print advertisement. Upon review, NAD determined that the revised disclosure was clear, conspicuous and in close proximity to the quantified performance claims it qualified.
NAD further noted that it appreciated the advertiser’s actions in immediately revising the advertisement and committing to ensure that the revised advertisement replaced earlier versions – actions NAD found necessary.
StriVectin, in its advertiser’s statement, said the company “accepts NAD’s decision” and “appreciates NAD’s comments and timely review, resulting in quick, efficient resolution of its inquiry.”