Tom’s ‘Naturally Dry’ Claims Survived Class Action, Only To Perish At NAD

Companies that have settled lawsuits regarding the truthfulness of “natural” or other claims should take note of the National Advertising Review Board’s decision on jurisdictional issues raised last year by Colgate. The firm argued unsuccessfully that the National Advertising Division should not have reviewed Tom’s of Maine Naturally Dry antiperspirant claims because they were the subject of a court-approved class settlement.

grief on cemetery / withered yellow rose on gravestone / sorrow about loss

The Colgate-Palmolive Company settled a false-advertising class action last year without having to scrub its Tom’s of Maine products of “natural” labeling, but its run with Naturally Dry antiperspirants has come to an end following a contentious advertising self-regulatory ordeal.

The firm will be renaming its Naturally Dry products, as recommended by the National Advertising Division in September 2016, despite disagreeing with the Council of Better

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