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Claims based on LCAT in vivo testing used in advertising was challenged by Unilever.
March 16, 2022
By: Christine Esposito
Editor-in-Chief
The National Advertising Division (NAD) of BBB National Programs recommended that Procter & Gamble, the No. 1 company in Happi's Top 50 Report, discontinue the claim that Olay body wash “improves skin 3X better” than the leading body wash. NAD also recommended that the advertiser modify the disclosure in its “Lessons in Layering” print advertisement to accurately identify the body wash used in its supporting study. These claims, made by P&G in digital, print, and TV advertising...
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