Target Corp. Participates In NAD Forum

New York, NY – July 31, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined that text included on packaging for  Target Moisturizing Scar Lotion by Target Corporation does not represent an advertising claim that requires substantiation.

NAD, the advertising industry’s self-regulatory forum, specifically examined the use of the language “Compare to Mederma” on packaging for the Target product and requested that Target provide a substantive response to the inquiry.

Target contended that the statement at issue, “Compare to Mederma” is an invitation to consumers to try its product and compare it to Mederma Skin Care for Scars, rather than an advertising claim requiring substantiation. 

Following its review of the packaging, NAD determined that, in the context presented,  the stand-alone phrase “Compare to Mederma” is not a parity claim that  suggests Target Greaseless Moisturizing Scar Lotion is the equivalent to MEDERMA Skin Care for Scars in composition and effectiveness but, rather, that consumers would reasonably interpret the “Compare to Mederma” statement to be merely an “invitation” to compare the products.

Target, in its advertiser’s statement, said Target it “appreciates NAD’s important role in the self-regulatory process.”