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NAD OKs Sure, Secret ad claims

Published on .

Procter & Gamble Co. has substantiated ad claims for Sure and Secret Ultra Dry antiperspirant, according to the National Advertising Division of the Council of Better Business Bureaus. The self-regulatory body reviewed the "keeps you drier" ad claims after a challenge by Gillette Corp., marketer of Dry Idea. Gillette said P&G's comparative tests were not standard industry tests, but NAD ruled they were reliable enough to form a reasonable basis for the ad claim. Leo Burnett USA, Chicago, is the Sure and Secret agency.

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