In National Advertising Division Fast-Track SWIFT Case, Reckitt Voluntarily Discontinued “#1 Recommended” Claim for Finish Dishwashing Detergent

New York, NY – October 16, 2024 – BBB National Programs’ National Advertising Division has closed a Fast-Track SWIFT challenge initiated by competitor Procter & Gamble Company (P&G) following the voluntary discontinuation of claims made by Reckitt Benckiser that its Finish dishwashing detergent is the “#1 Recommended in America.”

Reckitt markets Finish dishwasher products while P&G manufacturers and distributes various dishwasher detergent brands, including Cascade. 

Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD).

The challenged claims “Recommended by more dishwasher brands in the US” and “#1 Recommended Brand in America” appeared online, on product packaging, and on in-store artwork. 

Reckitt informed NAD that, prior to the challenge, it had voluntarily and permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued. 

In its advertiser statement, Reckitt stated that it “agrees to comply with NAD’s decision” and will continue to work to remove all iterations of the claim.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release shall not be used for advertising or promotional purposes.