Coca-Cola Co.'s Minute Maid unit sharply disagreed with a National Advertising Review Board decision issued today, saying it "places an unnecessary and unfair burden on comparative advertising." The ruling calls on Minute Maid to halt ads that claim consumers preferred by a 2 to 1 margin the taste of Minute Maid's made-from-concentrate juice over not-from-concentrate Tropicana Pure Premium. Tropicana challenged the ads. Minute Maid said it will "take the panel's finding" into account in future advertising. NARB said, while its ruling might make substantiation of certain comparative claims "difficult," this is "simply a function of the need to assure that claims are truthful, an assurance that may well be more difficult to achieve in certain types of claims for certain types of products."
Copyright April 1997, Crain Communications Inc.