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NAD Dispute Over Native Deodorant Claims Raises Question: Is Wetness Protection Exclusive To Antiperspirants?

 
• By Lauren Nardella and Ryan Nelson

Colgate’s Tom’s of Maine continues efforts to police natural deodorant advertising, challenging wetness-protection claims from P&G’s Native brand in the National Advertising Division’s self-regulatory forum. Siding with Tom’s, the NAD focused on the adequacy of Native’s evidence, but the case also has FDA regulatory implications and could impact other P&G brands, namely Secret. Native is appealing the NAD’s decision.

Sweating Underarm

Procter & Gamble Co.’s Native deodorants brand failed to convince the National Advertising Division that its lab testing and consumer perception evidence adequately support claims about absorbing moisture and protecting against underarm wetness, following a challenge from Colgate-Palmolive Co.’s Tom’s of Maine.

The NAD, part of the BBB National Programs, announced its ruling June 25. It notes that Native intends to...

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