NEW YORK, March 2, 2022 /PRNewswire/ — The Nationwide Promoting Division (NAD) of BBB Nationwide Packages beneficial that WaterWipes discontinue claims stating:
- WaterWipes is the “#1 wipe in opposition to the causes of diaper rash”
- WaterWipes are the “#1 cleaning wipes serving to in opposition to the causes of diaper rash”
- “It is official, we’re clinically confirmed because the #1 wipe in opposition to the reason for diaper rash”
These claims, which appeared on the advertiser’s web site and social media channels, have been challenged by Kimberly-Clark Company, maker of competing cleaning wipes for infants.
As help for its claims, the advertiser relied on the outcomes of its “Child Pores and skin Integrity Comparability Survey” (BaSICS Research), which was designed to check three completely different manufacturers of child wipes utilizing parental observations of the incidence of diaper rash in infants from delivery to eight weeks of age.
In contemplating whether or not the BaSICS Research was sufficiently dependable proof to help the challenged claims, NAD expressed a number of considerations with its methodology, together with that:
- The examine universe was too slim to help the broad #1 claims;
- The examine’s failure to try to regulate for using pores and skin lotions and lotions to deal with infants with diaper rash, which may considerably affect the position of the wipes in stopping diaper rash; and
- The examine didn’t try to blind the branding and advertising and marketing on the packaging itself, which may have biased the survey individuals’ responses.
NAD decided that the examine doesn’t present enough substantiation for the broad superiority claims or the institution declare at concern on this problem.
NAD famous that broad superiority claims corresponding to a “#1 declare” require robust help, whereas a “clinically confirmed” declare requires dependable and well-controlled scientific testing on the marketed product. Whereas the advertiser is free to tout the efficaciousness of its wipes typically, NAD beneficial that the challenged claims be discontinued given its considerations with the reliability of the BaSICS Research.
In its advertiser assertion, WaterWipes said that whereas it “respects the self-regulatory course of, it’s dissatisfied with the NAD’s conclusion that the ‘#1 wipes in opposition to diaper rash’ and ‘clinically confirmed’ statements utilized in its US commercials should not supported by the BaSICS examine.” The advertiser said that “however, within the curiosity of supporting self-regulation, WaterWipes will make modifications to the impugned claims as essential to adjust to the NAD’s suggestion.”
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About BBB Nationwide Packages: BBB Nationwide Packages is the place companies flip to reinforce shopper belief and customers are heard. The non-profit group creates a fairer taking part in discipline for companies and a greater expertise for customers by means of the event and supply of efficient third-party accountability and dispute decision packages. Embracing its position as an unbiased group for the reason that restructuring of the Council of Higher Enterprise Bureaus in June 2019, BBB Nationwide Packages right now oversees greater than a dozen main nationwide business self-regulation packages, and continues to evolve its work and develop its affect by offering enterprise steering and fostering greatest practices in arenas corresponding to promoting, child-directed advertising and marketing, and privateness. To be taught extra, go to bbbprograms.org.
In regards to the Nationwide Promoting Division: The Nationwide Promoting Division (NAD) of BBB Nationwide Packages gives unbiased self-regulation and dispute decision providers, guiding the truthfulness of promoting throughout the U.S. NAD evaluations nationwide promoting in all media and its selections set constant requirements for promoting fact and accuracy, delivering significant safety to customers and leveling the taking part in discipline for enterprise.
SOURCE BBB Nationwide Packages
