NAD urges Brillo ad changes

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Church & Dwight, Princeton, N.J., should modify certain claims in ads that compared its Brillo steel wool soap pads to Clorox Co.'s S.O.S pads, the National Advertising Division of the Council of Better Bureaus said. The claims had been challenged by Clorox. NAD said Church & Dwight had adequate substantiation to claim that Brillo cleans more pots and contains more soap than S.O.S, but it urged changes in other claims. It found the claim that Brillo was the "toughest name in scouring pads" was comparative, unsupported and should be discontinued while the claim "toughest cleaning--brilliant shine" was not comparative or misleading.

Copyright January 2000, Crain Communications Inc.

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