NAD on Bumblee Bee, Qwest ads

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Future ads for Bumble Bee tuna will drop a contested "2 to 1" preference claim until the marketer, International Home Foods, Parsippany, N.J., gets better substantiation, said the National Advertising Division of the Council of Better Business Bureaus, New York. The preference claim, made in print and TV ads, was challenged by rival H.J. Heinz Co.'s StarKist unit. Y&R Advertising, New York, handles Bumble Bee. Separately, NAD said challenged speed and capacity claims in ads for telecommunications marketer Qwest Communications, Denver, had adequate substantiation. NAD, however, recommended copy changes to insure greater "clarity." The claims were challenged by MCI Worldcom. The Qwest ads were produced in-house.

Copyright October 1998, Crain Communications Inc.

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