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Brand-Blinding Needed In Comparison Studies, WaterWipes Told In Review Of Baby Wipe Claim

Firm Qualifies '#1 Clinically Proven' Claim After NAD Review On Kimberly-Clark Challenge

 
• By Hannah Daniel

NAD says firm's superiority and establishment claims should be removed from marketing. WaterWipes relied on results from “Baby Skin Integrity Comparison Survey” published in Journal of Pediatrics and Neonatology, but NAD agreed with challenger Kimberly-Clark that not blinding the brands from study subjects weakened the results.

• Source: Alamy (Alamy Stock Photo)

WaterWipes Inc.'s study comparing its baby wipes to other brands used on infants until they were 8 weeks old didn't conceal the brand names from participants, a key reason why it wasn't enough to support “#1” and “clinically proven #1” ad claims in an industry self-regulation review.

BBB National Programs Inc

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