S.C. Johnson and Procter & Gamble argue over ads

RACINE, WI — According to a ruling by the National Advertising Division (NAD) of the Council of Better Business Bureaus, S.C. Johnson & Son Inc. has provided reasonable support for its claim that Glade Fabric & Air Odor Eliminator "penetrates deeper" into carpet than Febreze from Procter & Gamble Company, according to the Business Journal of Mikwaukee.
However, the advertising regulatory forum recommended that S.C. Johnson discontinue its depiction of deeper penetration in television ads because the visuals are not supported by evidence, the story stated.
According to the story, the disputed television commercial depicts a consumer spraying the Glade product in a closet and on a dog bed as the announcer introduces the product and then states: That Glade Fabric & Air Odor Eliminator "penetrates deeper than Febreze on carpet."
Procter & Gamble noted that it had conducted three different tests to assess the relative abilities of Glade Fabric & Air Odor Eliminator and Febreze to penetrate carpets, resulting in data that demonstrated Febreze actually penetrates deeper on carpets than the S.C. Johnson product; S.C. Johnson provided data demonstrating the opposite, the story noted.
A statement from S.C. Johnson said: "While we do not feel that the visuals in the commercial were misleading, S.C. Johnson is a strong supporter of the industry self-regulatory process and we will take the NAD's views into consideration in future advertising."
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