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National Advertising Division (NAD)
Case Histories

Background
The National Advertising Division (NAD) is a branch of the Council of Better Business Bureaus (CBBB). Their mission is to review national advertising for truthfulness and accuracy and foster public confidence in the credibility of advertising. Policy and procedures for NAD are established by the National Advertising Review Council (NARC). To learn more about the NAD, click here.

In an effort to showcase the advertising industry's self-regulation process, below are several cases brought before the NAD dealing with various claims.

 

The Gillette Company, Fusion ProGlide Razors (2011) pdf
Basis of Inquiry: Performance claims in broadcast, print, Internet and on product packaging for The Gillette Company's Fusion ProGlide Razors were challenged by Energizer Personal Care, a competing manufacturer of razors and other personal care products.

Reebok International, Ltd., EasyTone Women's Footwear (2010) pdf
Basis of Inquiry: As part of its routine monitoring program, NAD requested substantiation for certain performance and establishment claims made by Reebok International, Ltd. in print and Internet advertising for its EasyTone women's footwear.

Energizer Personal Care, LLC, Schick Intuition Plus Renewing Moisture Razor (2010) pdf
Basis of Inquiry: Claims made by Energizer Persoanl Care, LLC in television and Internet advertisements and on product packaging for its Schick Intuition Plus razor, were challeneged by The Gillette Company, manufacturer of competing razors including the Venus Breeze.

Coty, Inc., Sally Hansen Complete Manicure (2010) pdf
Basis of Inquiry: Print, point-of-purchase (POS) and internet advertising claims made by Coty, Inc., for its Sally hansen Complete manicure nail polish were challenged by O.P.I., Inc., a competing nail polish manufacturer.

Apple Inc., Apple Notebooks (2009) pdf
Basis of Inquiry: Express and implied superiority and product description claims made by
Apple Inc. for its MacBook laptops in broadcast and Internet advertising were challenged by
Dell Inc.

Domino's Pizza Inc., Oven Baked Sandwiches (2009) pdf
Basis of Inquiry: Comparative taste preference claims made by Domino’s Pizza, Inc. in
television commercials for its oven baked sandwiches were challenged by Subway Franchisee
Advertising Fund Trust.

AT&T Mobility LLC, AT&T Wireless Service (2008) pdf
Basis of Inquiry: Television advertising claims made by AT&T Mobility LLC for AT&T Wireless Services were challenged by Cellco Partnership d/b/a Verizon Wireless.

The FRS Company, FRS Energy (2008) pdf
Basis of Inquiry: As a part of its ongoing monitoring program and in conjunction with NAD’s
initiative with the Council for Responsible Nutrition ("CRN") designed to expand NAD review
of advertising claims for dietary supplements, NAD inquired about certain print advertisements
disseminated by The FRS Company regarding its dietary supplement FRS Energy products.

Vital Pharmaceuticals Inc., Redline Princess (2008) pdf
Basis of Inquiry: As part of NAD’s routine monitoring program, NAD requested substantiation
for certain health-related performance claims made by Vital Pharmaceuticals, Inc. (“Vital
Pharm”) in print advertisements and on product packaging for Redline Princess, a dietary
supplement energy drink.

Walmart Stores Inc., Walmart (2008) pdf
Basis of Inquiry: As part of its routine monitoring program, NAD requested substantiation for
certain advertising claims made by Wal-Mart Stores, Inc. in television, internet, and print advertising in the form of a flyer. An advertiser is responsible for all messages conveyed by its advertising, not only those it intended to communicate.


AEF thanks the NAD for their gracious support and for allowing us to make these case studies available to aef.com users.

 

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