Following National Advertising Division Challenge by Bic USA, Calico Voluntarily Discontinues Claims for Scripto Aim 'n Flame MAX Lighter

New York, NY – February 26, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by Bic USA Inc., Calico Brands, Inc. discontinued claims that its Scripto® Aim ‘n Flame® MAX Lighter is the “#1 Selling Multi-Purpose Lighter.” 

 

Calico Brands informed the National Advertising Division (NAD) that it 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, Calico Brands stated that it “will comply with NAD’s recommendations” and noted that although it “believes that a variety of data can support the advertising of its Scripto lighter” it has “voluntarily discontinued the statements that were being challenged.”

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.