NAD releases claim determinations for P&G brand Native in response to SC Johnson challenge



NAD releases claim determinations for P G brand Native in response to challenge brought by SC Johnson

The National Advertising Division (NAD) of BBB National Programs has released its findings on claims made by Procter & Gamble’s Native brand of personal care products. The review was initiated by a challenge from SC Johnson & Son Inc. (SCJ), the maker of Method products, targeting various claims on Native’s packaging, advertising, and Amazon listings.

The NAD, an investigative arm of BBB National Programs, plays a crucial role in maintaining truthful advertising and ensuring a level playing field in the industry.

Supported claims

As reported in NAD’s press release, the organization determined that certain claims made by Native were substantiated:

Tagline “Clean. Simple. Effective.”

NAD found that using “simple” in this tagline was supported. According to the NAD press release, the claim conveys that “Native products contain few or minimal ingredients,” which was substantiated by P&G.

Monadic “Safe” Claims

NAD supported Native’s use of unqualified “safe” claims, such as “safe & simple products made without harsh ingredients.” The division noted that these claims suggest the products are safe when used as directed, without implying unreasonable interpretations like safety for all possible uses.

Recommended modifications

Despite these supported claims, NAD recommended that P&G modify or discontinue other claims:

“Simple Ingredients”

As reported in the release, “SCJ also challenged Native’s use of “simple” in reference to individual ingredients in Native Products instead of the product formulations as a whole: “simple ingredients,” “simple & effective ingredients,” or “simple ingredients you can understand at a glance.”



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