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Sanofi Eyes Using Zantac 360 Most-Recommended Ad Claim With Disclaimer Highlighting Ingredient

 
• By Lauren Nardella

Industry self-regulation group’s appeals board agrees with investigative division’s finding Sanofi didn’t support Zantac 360 “#1 doctor recommended” ad claims. Board declines to consider whether “#1 doctor recommended H2 active ingredient” with “based on generic acid reducer recommendations” disclaimer is supported.

• Source: Shutterstock

Sanofi could try to differentiate Zantac 360 among histamine-2 blockers in the OTC heartburn remedy category by qualifying and modifying its “#1 doctor recommended” claim that an industry self-regulation group’s appeals panel says it didn’t support.

The French firm asked BBB National Programs Inc.’s National Advertising Review Board to consider using a claim of “#1 doctor recommended H2 active ingredient” featuring the disclaimer “based on generic...

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