Breaking News

NAD Recommends Sun Products Discontinue Certain Claims in ‘All’ Detergent Marketing

June 2, 2014

The National Advertising Division (NAD) has recommended that Sun Products, Inc. discontinue or modify certain comparative claims for the company’s “All with Stainlifters” laundry detergent. NAD also determined that the advertiser took necessary and appropriate action in voluntarily discontinuing a “Grass Stain Demonstration” video posted on YouTube.

The claims at issue were challenged by Church & Dwight Co. Inc., maker of Arm & Hammer Plus OxiClean laundry detergent, and included: “All combines In-Wash Pre-Treaters with its active stainlifters to attack tough grass stains for more cleaning power than washing with the leading value detergent and booster combined;” “More Cleaning Power!” and “For Better Stain Removal.”

The broadcast advertising at issue features a visual comparison of the advertiser’s product against an unidentified orange bottle that closely resembles an Arm & Hammer liquid detergent bottle, a voiceover that states “for more cleaning power than just washing with the leading value detergent and booster combined” and the following super: “Comparison based on pretreating and washing with All Stainlifters vs. just washing with the leading value detergent and leading booster combined.”

In evaluating the substantiation for comparative advertising claims, it is well settled that the products being compared must be treated equally and tested in the same manner in which the products are directed to consumers and that comparative demonstrations must fairly and accurately reflect the results that consumers typically see and experience when they use and compare the two products.

In this case, NAD found that in one of the two tests performed by Sun, the products were not treated equally in accordance with product directions. NAD determined that the advertiser’s comparative performance claim, and the supporting evidence for that claim, was premised upon pre-treating and washing a grass-stained garment in “All with Stainlifters” in accordance with product use directions, but ignoring the product-use directions for pre-treating grass stains with the booster and washing with the challenger’s product.
  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Sparkle & Shine

    Sparkle & Shine

    Melissa Meisel, Associate Editor||November 21, 2016
    Glam packaging and upscale scent combos are big at Yankee Candle for Holiday 2016.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • The World Comes to Orlando

    The World Comes to Orlando

    Tom Branna, Editorial Director||December 1, 2016
    More than 1,600 chemists traveled to Florida for the IFSCC Congress

  • The Plex  Phenomenon

    The Plex Phenomenon

    Denise Costrini, Croda North America||December 1, 2016
    Croda details the hair-protecting qualities of bond multipliers and the company’s new bond-building formulation system.