Industry News: Unilever Challenges Neutrogena’s “Number-One Dermatologist Recommended” Claim
Neutrogena’s advertising claims—including some claims that appear on the brand’s packaging—were recently challenged by Unilever, prompting an investigation by the Better Business Bureau’s National Advertising Division (NAD). NAD determined that reasonable support exists for most claims that Neutrogena makes about its hair and skin care products.
The advertising phrases under review included “#1 Dermatologist Recommended,” “No wonder dermatologists recommend Neutrogena most,” and “One more reason why Neutrogena is recommended most by dermatologists.”
According to NAD, a claim that a product is doctor or dermatologist recommended must be supported by proof that physicians or dermatologists routinely recommend the product in the course of their practices.
NAD examined a survey commissioned by Neutrogena from an independent market-research firm that asked dermatologists which products they recommend to their patients. Based on its review of the study, NAD determined that there was sufficient evidence to conclude that Neutrogena is the most recommended brand.
NAD did recommend that Neutrogena modify or discontinue some claims, however.
NAD suggested that Neutrogena add the word brand to one marketing statement, “No wonder dermatologists recommend the Neutrogena [brand] the most.” According to NAD, this made it clear that the claim referred to the brand overall and not to a specific product.
NAD also recommended that Neutrogena discontinue one claim: “One more reason why the Neutrogena brand is recommended most by dermatologists.” Even after Neutrogena added the word brand to the statement, NAD said that the claim is still problematic because of the phrase “One more reason why.”
According to NAD, “one more reason why” implies that the product’s attributes are among the reasons why dermatologists recommend the Neutrogena brand. NAD objected because Neutrogena’s survey didn’t ask doctors to state the basis of their recommendations.
In a statement, Neutrogena said it is committed to the “self-regulatory process and accordingly accepts NAD’s recommendation to clarify this claim when used in segments where Neutrogena is not the most recommended brand.”
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