P&G emerges largely unscathed from a National Advertising Division dispute regarding claims for Crest Sensi-Stop Strips, which challenger GlaxoSmithKline Consumer Healthcare argued were unsupported, including the product name. NAD determined the firm’s evidence adequate to support claims of immediate relief and protection for up to one month, among other statements made in ads and on product packaging.
No name change is necessary for Procter & Gamble Co.’s Crest Sensi-Stop Strips, and the firm’s evidence is adequate to support “immediate” and lasting relief claims in advertising, according to the National Advertising Division.
In a decision announced April 23, the Council of Better Business Bureaus unit largely rejected arguments advanced by challenger