Sloan Kettering drops ad

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Memorial-Sloan Kettering Cancer Center, New York, followed a request by the National Advertising Division of the Council of Better Business Bureaus by discontinuing an ad NAD felt made too broad a claim about curing cancer. NAD said the ad, which appeared in The New York Times among other national publications, featured a patient saying, "They said I had one of the rarest cancers known to man. They also said they could cure me.'' McCann-Erickson Worldwide created the ad. NAD acknowledged the hospital is a leader in cancer care but said the patient in the ad suffered from a type of cancer that responds well to treatment and expressed concern the ad might raise unrealistic expectations. Separately, NAD said Cannon Avent Group agreed to modify an ad, created in-house, for its Avent ISIS Breast Pump because NAD felt it made excessively broad superiority claims in a national print campaign.

Copyright July 1999, Crain Communications Inc.

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