NAD recommends Unilever modify or discontinue some Degree Advanced Antiperspirant claims challenged by P&G

In a decision published​ last week, the National Advertising Division (NAD) of the BBB National Programs recommended that Unilever United States, Inc. modify or discontinue some of its advertising claims in connection with its Degree Advanced Antiperspirant. The challenge, brought by The Procter & Gamble Company (P&G), focused on advertising that was part of Unilever’s “Gray T-Shirt Challenge” campaign.

In the campaign, which was featured on social media and in television advertisements, individuals were shown “applying Degree Advanced 72-hour antiperspirant…while wearing a gray t-shirt, notorious for showing sweat. After ‘their sweatiest’ workout, the videos and commercials depict the user’s completely dry underarms.”

Gray t-shirt challenge claim determinations

Regarding Unilever’s advertising claims made in its “Gray T-Shirt Challenge” campaign, the NAD’s decision “determined that Unilever’s social media videos and commercials in context convey a message that Degree Advanced antiperspirant completely prevents underarm sweat and sweat marks throughout intense exercise,” the decision read.

In response to the challenge and in support of its advertising claims, the decision explained, Unilever’s argument depended on “the results of hot room and SweatSENSE studies.” While the NAD found that “the evidence in the record demonstrates Degree Advanced antiperspirant’s extra effectiveness at reducing underarm sweat,” they further determined that “the product demonstrations in the videos and commercials go beyond sweat reduction and show the absence of sweat marks on users’ underarms.”

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