08.16.11
The National Advertising Review Board has agreed to allow Dr. Bronner’s Magic Soaps to appeal a recent decision of the National Advertising Division (NAD) in a case related to fair-trade certifications.
NARB, the appellate unit of the advertising industry’s system of self-regulation, is an advertising industry peer group from which ad-hoc panels are selected to adjudicate NAD cases that are not resolved at the NAD level.
Dr. Bronner’s Magic Soaps, the maker of personal care products and cosmetics that are certified as fair trade through the Institute for Marketecology (IMO), had challenged the truthfulness and accuracy of TransFair USA’s licensed use of its “Fair Trade Certified,” “Fair Trade Certified Ingredients.” Dr. Bronner’s also challenged the “Fair Trade Certified Ingredient-Specific” seal for Avon Products, Inc.’ s Mark product line.
The issue before NAD was the message conveyed by the use of the “Fair Trade Certified Ingredients” and “Fair Trade Certified Ingredient-Specific” seals on cosmetic and personal care products.
NAD recommended in June that TransFair not only explain the plain meaning of fair trade, but inform consumers that the personal care industry is subject to a separate TransFair policy, which only requires 2-5% fair trade ingredients in order to display one of the two composite product seals.
Separately, NAD recommended that Avon modify advertising to assure that images used in connection with a fair-trade seal do not overstate the benefits associated with purchasing Avon mark. personal care products that contain certified fair-trade ingredients.
Under NARB rules, an advertiser has the automatic right to appeal an NAD decision, but a challenger may appeal NAD finding only if the appeal is approved by the NARB chairman.
NARB, the appellate unit of the advertising industry’s system of self-regulation, is an advertising industry peer group from which ad-hoc panels are selected to adjudicate NAD cases that are not resolved at the NAD level.
Dr. Bronner’s Magic Soaps, the maker of personal care products and cosmetics that are certified as fair trade through the Institute for Marketecology (IMO), had challenged the truthfulness and accuracy of TransFair USA’s licensed use of its “Fair Trade Certified,” “Fair Trade Certified Ingredients.” Dr. Bronner’s also challenged the “Fair Trade Certified Ingredient-Specific” seal for Avon Products, Inc.’ s Mark product line.
The issue before NAD was the message conveyed by the use of the “Fair Trade Certified Ingredients” and “Fair Trade Certified Ingredient-Specific” seals on cosmetic and personal care products.
NAD recommended in June that TransFair not only explain the plain meaning of fair trade, but inform consumers that the personal care industry is subject to a separate TransFair policy, which only requires 2-5% fair trade ingredients in order to display one of the two composite product seals.
Separately, NAD recommended that Avon modify advertising to assure that images used in connection with a fair-trade seal do not overstate the benefits associated with purchasing Avon mark. personal care products that contain certified fair-trade ingredients.
Under NARB rules, an advertiser has the automatic right to appeal an NAD decision, but a challenger may appeal NAD finding only if the appeal is approved by the NARB chairman.