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Unilever Squelches Dr. Squatch Comparative Claims In NAD Forum; Advertiser Can Keep Its 'Sh*t List’

 
• By Eileen Francis

Dr. Squatch was able to substantiate that it uses “no harmful ingredients” as well as certain claims about avoiding a “Sh*t list” of ingredients, but agreed to modify other claims the National Advertising Division deemed falsely disparage competitor products, such as Unilever’s Dove personal-care brand.

• Source: Shutterstock

Unilever PLC has for the second time in three months convinced the National Advertising Division (NAD) that men’s personal care and soap marketer Dr. Squatch LLC should modify or discontinue claims that falsely disparage competitor brands, including Dove.

In a case closed on 21 November and announced by the BBB National Programs, Inc. division on 5 December, NAD evaluated claims appearing on Dr

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