NARB PANEL RECOMMENDS NOVARTIS DISCONTINUE CLAIMS THAT EXCEDRIN STARTS RELIEVING HEADACHE PAIN FASTER THAN ADVIL Claims at Issue Challenged by Pfizer Consumer Healthcare
- “Excedrin starts relieving headaches faster than extra strength Tylenol and Advil.”
- “Excedrin Extra Strength starts RELIEVING HEADACHE PAIN FASTER than … Advil*”
- *“Based on clinical trials of Excedrin Extra Strength Tablets versus Advil tablets.”
- “Excedrin Extra Strength starts RELIEVING HEADACHE PAIN FASTER than the top two pain reliever brands*”
- “Based on clinical trials versus Advil tablets”.
- Pfizer argued that the challenged advertising conveyed to consumers the following
- messages:
- Excedrin tablets start relieving headache pain faster than Advil tablets – a tablet-to-tablet claim.
- All Excedrin products start relieving headache pain faster than all Advil products – a product line claim.
- Time to at least half relieved pain
- Time to complete pain relief
- Weighted sum of pain intensity difference scores • Time to meaningful pain relief
Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.
Latest Decisions
National Advertising Division Finds Certain Claims for Brainiac Applesauce and Gummy Vitamins Supported; Recommends Others be Discontinued or Modified
New York, NY – January 22, 2025 – The National Advertising Division determined that Ingenuity Brands provided a reasonable basis for certain claims for its Brainiac Brain Squeezers Applesauce products and BrainPack Daily Adult Gummy Vitamins, but recommended other claims be discontinued or...
National Advertising Division Recommends Procter & Gamble Modify or Discontinue Certain #1 Claims for Tide Free & Gentle
New York, NY – January 17, 2025 – The National Advertising Division recommended that P&G modify the claim “From Tide, the #1 brand used by dermatologists” when used in connection with imagery for Tide Free & Gentle and discontinue the related claim “From Tide, the #1 Trusted Detergent Brand for Sensitive...
National Advertising Division Recommends T-Mobile Discontinue “Families Can Save 20% Every Month Versus AT&T and Verizon” Claim
New York, NY – January 16, 2025 – In a Fast-Track SWIFT challenge brought by competitor AT&T, BBB National Programs’ National Advertising Division recommended T-Mobile discontinue its claim for 20% savings on monthly wireless services.
National Advertising Division Recommends T-Mobile Discontinue “Save On Every Plan vs. The Other Big Guys” Claim
New York, NY – January 16, 2025 – In a Fast-Track SWIFT challenge brought by AT&T, BBB National Programs’ National Advertising Division recommended T-Mobile discontinue its claim that customers can “save on every plan vs. the other big guys.”