Procter & Gamble Co., Cincinnati, lacked adequate substantiation for superior effectiveness claims made in ads for its Secret Sheer Dry and Sure Sheer Dry antiperspirant and deodorant products, according to a decision from the National Advertising Division of the Council of Better Business Bureaus, New York. NAD said P&G agreed to halt such superiority claims until it has evidence that establishes a "reasonable basis" for the claims. The ads were challenged by Gillette Co. P&G said it was "disappointed" NAD did not accept its supporting evidence. It said its "planned use of efficacy claims has already expired and P&G's current advertising fully complied with NAD's decision." Grey Advertising, New York, and Leo Burnett
USA, Chicago, handle.
Copyright June 1998, Crain Communications Inc.