NAD said today P&G needs to clarify its print ads for its Eukanuba brand. NAD determined P&G had established a reasonable basis for TV ad claims that Eukanuba's Dental Defense System reduces tartar buildup in dogs teeth by up to 55%. But NAD said P&G should modify print ads to avoid conveying the message that all Eukanuba products have that effect.
Rival Colgate-Palmolive Co.'s Hill's Pet Nutrition unit brought the matter to the NAD's attention.
Publicis Groupe's Saatchi & Saatchi, New York, handles Eukanuba.
In a statement, P&G said it was pleased with the NAD's conclusions but thinks its print advertising is clear and not misleading. P&G said it will make the suggested clarifications, however, and take the NAD's views into account in future ads.