NAD urges in Brawny ads

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The National Advertising Division of the Council of Better Business Bureaus, New York, said Fort James Corp. should modify its "grandmothers" TV ads for Brawny paper towels. Fort James is appealing the NAD decision to the National Advertising Review Board. Following a challenge filed by rival Procter & Gamble Co., the NAD found that the Brawny ads conveyed an overall superiority claim over P&G's Bounty towels that Fort James could not support. The NAD also found that several performance claims in the Brawny ads, from DDB Worldwide, New York, were substantiated.

Copyright November 1999, Crain Communications Inc.

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