NARB Agrees: Jukebox Is Natural Soap, But That Doesn’t Make Competing Products ‘Detergents’

26 Nov 2023

Unilever prevails in its case against Jukebox soap maker Dr. Squatch, which claims it markets “really, real soap” made through the cold process saponification method, whereas most other purported soaps are synthetic detergents. The National Advertising Review Board panel has upheld the National Advertising Division’s decision finding such claims misleading even if technically true.

Dr. Squatch LLC says it will stop referring to products that compete with its Jukebox soaps as “synthetic detergents” after a National Advertising Review Board panel agreed with challenger Unilever PLC that such claims are falsely disparaging.

It is true that the Food and Drug Administration defines soap as a product intended for skin cleansing that relies...