Reckitt Benckiser to Discontinue Challenged ‘Best Buy’ for Finish Powerball following NAD Inquiry

New York, NY – April 6, 2016 – Reckitt Benckiser LLC said it will permanently discontinue the advertising claim “Rated Best Buy 3 Years in a row*” (*Finish Powerball All in 1 was rated Best Buy by a leading Consumer Magazine in 2011, 2012 and 2013) following a challenge before the National Advertising Division (NAD).

Further, the advertiser said, it won’t introduce any new materials containing the claim into warehouse clubs once the small amount of remaining inventory has been sold through in the next month or two and, if the product is again named a “Best Buy” by Consumer Reports, would only consider advertising the honor in a manner consistent with Consumer Reports’ narrow guidelines

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

In reliance on the advertiser’s representation that the challenged claims have been permanently discontinued, NAD did not review these claims on their merits.  The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.

Reckitt Benckiser, 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.