New York, NY – January 17, 2025 – In a challenge brought by competitor Henkel Corporation, BBB National Programs’ National Advertising Division recommended that Procter and Gamble Company (P&G) modify the claim “From Tide, the #1 brand used by dermatologists” when used in connection with imagery for Tide Free & Gentle and discontinue the related claim “From Tide, the #1 Trusted Detergent Brand for Sensitive Skin.”
P&G’s Tide Free & Gentle and Henkel’s all® free clear are both laundry detergents for consumers who are concerned about the presence of certain ingredients in detergents.
Dermatologist Use Claim
The claim “From Tide, the #1 brand used by dermatologists” appeared in a commercial for Tide Free & Gentle, on P&G’s website, on a retail store display for Tide Free & Gentle, and other forms of advertising.
The National Advertising Division (NAD) determined that the following messages were reasonably conveyed by P&G’s advertising:
NAD found that P&G’s survey evidence was not a good fit for dermatologist preference claims and recommended that P&G modify the claim “From Tide, the #1 brand used by dermatologists” when used in connection with imagery for Tide Free & Gentle to avoid conveying such implied messages.
Consumer Trust Claim
Henkel challenged the claim on P&G’s website and other forms of advertising, “From Tide, the #1 Trusted Detergent Brand for Sensitive Skin*” followed by the disclosure that “*Tide is Consumers’ #1 Trusted laundry detergent brand for sensitive skin in BrandSpark Survey,” with an image of a bottle of Tide Free & Gentle next to the claim.
NAD concluded that one reasonable message conveyed by this claim is that Tide is the “#1 Trusted Detergent Brand” for use on sensitive skin – a message that NAD did not find substantiated by P&G’s BrandSpark survey.
Therefore, NAD recommended that P&G discontinue the claim “From Tide, the #1 Trusted Detergent Brand for Sensitive Skin.”
In its advertiser statement, P&G agreed to comply with NAD’s recommendations.
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact:
Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org
