Newell Rubbermaid Discontinues ‘#1’ Claim for Paper Mate Profile Pen; Claim Challenged by BIC

New York, NY – Oct.  7, 2015 – Newell Rubbermaid Office Products said it will permanently discontinue the advertising claim, “America’s #1 Ball Point Pen,” used to promote the company’s Paper Mate Profile ballpoint pen.

The claim was challenged before the National Advertising Division by BIC USA Inc., maker of the BIC Round Stic ballpoint pen. NAD is an investigative unit of the advertising industry’s system of self-regulation and administered by the Council of Better Business Bureaus.

In response to NAD’s inquiry, Newell Rubbermaid advised NAD in writing that it had elected to permanently discontinue the challenged claim. In reliance on the advertiser’s representation that the claim has been permanently discontinued, NAD did not review the claim on its merits. The voluntarily discontinued claim will be treated, for compliance purposes, as though NAD recommended its discontinuance and the advertiser agreed to comply.

Newell Rubbermaid, in its advertiser’s statement, said the company “continues to have great respect for the industry self-regulatory process and thanks the NAD for its commitment to providing its services to the marketing community.”

Note: A recommendation by NAD to modify or discontinue a claim is not a finding of wrongdoing and an advertiser’s voluntary discontinuance or modification of claims should not be construed as an admission of impropriety. It is the policy of NAD not to endorse any company, product, or service. Decisions finding that advertising claims have been substantiated should not be construed as endorsements.