Bob CollinsAre you tired of the endless babble over ads in the gubernatorial campaign? Fine, let’s focus on some important commercial advertising.
The National Advertising Division of the Council of Better Business Bureaus has issued a landmark ruling in the case of a claim by the maker of Charmin’ bathroom tissue that fewer pieces are left behind on your behind.
As the Radio Business Report tells it:
In support of the claim that Charmin Ultra Strong “leaves fewer pieces behind” than Cottonelle Ultra, the advertiser relied upon rub testing, during which dry tissue was rubbed across black felt, and consumer-use testing. NAD determined that the advertiser provided a reasonable basis for the claims Charmin Ultra Strong left “fewer pieces behind” than Cottonelle Ultra.
But it turned out, the BBB said, that the advertising for the toilet paper was wrong because its cartoon bear didn’t have any pieces on its little bare bear butt.
Although a voiceover states that Charmin Ultra Strong leaves “fewer” pieces behind, NAD determined that the language is directly contradicted by the visuals, which depict no pieces left behind. NAD recommended that the advertiser avoid in future advertising depictions or language that convey the message that Charmin Ultra Strong leaves no pieces behind
Apparently, the same group has not yet researched the claim that a single sheet of toilet paper can drain a lake.
