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Tissue tiff to NARB

Published on .

James River Corp. is appealing a decision by the National Advertising Division of the Council of Better Business Bureaus. The company disagreed with NAD's recommendation that its claim for Quilted Northen Ultra toilet tissue--"No other bathroom tissue is softer"-- be dropped. The National Advertising Review Board will hear the appeal. Procter & Gamble Co., marketer of Charmin Ultra, disputed the claim, made in point-of-sale material. Both parties submitted test results, but NAD said James River's test had too many variables and lacked controls. James River, in appealing to the NARB, defended its test results and charged that the P&G tests were flawed. DDB Needham Worldwide, New York, is the James River agency.

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