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Cheer claims OKd

Published on .

Procter & Gamble Co.'s ad claim that Triple Color Guard Cheer is an improved formulation that exhibits anti-fading, anti-fuzzing and dye transfer inhibitory properties has passed muster with the National Advertising Division of the Council of Better Business Bureaus. The claims were questioned by Lever Bros., marketer of Wisk laundry detergent. NAD said P&G provided a reasonable basis for its claims, but agreed to "more clearly communicate certain executional elements" in future ads. Leo Burnett USA, Chicago, is the Cheer agency.

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