Citizen Watch claim disputed

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Sales leadership alone does not permit the claim that the product is preferred by more people than any other, according to a ruling by the National Advertising Division of the Council of Better Business Bureaus. NAD asked Citizen Watch Co. of America to discontinue its ad claim, "More women [or men] rely on a watch made by Citizen than any other time piece. Because more women [men] prefer a watch made by Citizen than any other time piece on earth." NAD's decision said, "There are a number of variables that constitute preference of one product over another," including cost and accessibility. Citizen said future ads will not employ the disputed claim. D'Arcy Masius Benton & Bowles, New York, is the agency.

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