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Fort James alters ads for Brawny after protest

Published on .

Fort James Corp. altered TV ads for its Brawny paper towel, from DDB Needham Worldwide, New York. The action came after ABC, CBS and NBC agreed with a Procter & Gamble Co. protest that the ads made an unsupported claim of general superiority over P&G's Bounty towels. The revised ads remove one direct reference to Bounty, though the networks permitted Fort James to keep other specific product comparisons, according to Dan Friedrich, VP-towel and napkin products at Fort James.

Copyright April 1999, Crain Communications Inc.

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