NAD calls for Citracal ad changes

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Ruling in an advertising dispute between rival marketers of calcium supplements, the National Advertising Division of the Council of Better Bureaus, New York, called on Mission Pharmacal, marketer of Citracal, to discontinue certain comparative ad claims that presented Citracal and its ingredient, calcium citrate, as offering benefits superior to calcium supplements using calcium carbonate. Mission Pharmacal said it would appeal the NAD ruling to the National Advertising Review Board. The Citracal ads were challenged by Smithkline Beecham Consumer Healthcare, marketer of Tums and Os-cal, calcium supplements containing calcium carbonate. Medical Database Communications, New York, handled the Citracal ads.

Copyright August 1998, Crain Communications Inc.

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