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Chattem to modify Garlique ads

Published on .

Chattem, Chattanooga, Tenn., agreed to modify TV and radio commercials for its Garlique herbal supplement, said the National Advertising Division of the Council of Better Business Bureaus, New York. Lichtwer Pharma U.S., marketer of Kwai garlic tablets, challenged the accuracy of Garlique claims that "garlic can lower cholesterol by as much as 25 points . . . Garlique contains the highest level of active ingredients of all garlic tablets." NAD said Chattem lacked sufficient scientific evidence to support its very specific performance claims and recommended that these claims be substantively modified or discontinued. Karlen Advertising, New York, created the Garlique advertising.

Copyright December 1998, Crain Communications Inc.

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