Lost Appeal Shuts Down Visa Hotel Ads

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The National Advertising Review Board, New York, upheld a ruling against Visa USA's consumer and hotel trade advertising by the National Advertising Division of the Council of Better Business Bureaus. In response to a challenge from rival American Express Co., NAD ruled last December that Visa's tagline ``The preferred lodging card'' could not be supported with evidence. Visa appealed that decision and presented sales figures to prove its case, but NARB found the evidence was not enough. In light of the board's ruling, Visa stated it would pull the ads and collateral materials using the ``preferred lodging card'' tagline. BBDO Worldwide, New York, handled.

Copyright May 1999, Crain Communications Inc.

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