Can you substantiate your product claims? Beiersdorf Inc., the maker of Aquaphor Baby Diaper Rash Cream, has launched a new advertising campaign and is permanently discontinuing express claims that the product relieves diaper rash in six hours.
The company’s statement came in response to an inquiry by the National Advertising Division. NAD is an investigative unit of the advertising industry’s system of self-regulation that is administered by the Council of Better Business Bureaus.
As part of its routine monitoring efforts, NAD asked the advertiser to provide its substantiation for the following claims: “Make It All Better. Treat and Relieve diaper rash within six hours” and “Clinically proven to relieve diaper rash within 6 hours.”
In the meantime, Aquaphor has redesigned its product packaging and is beginning the process of introducing new packaging in retail stores.