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NARB Agrees: Jukebox Is Natural Soap, But That Doesn’t Make Competing Products ‘Detergents’

Executive Summary

Unilever prevails in its case against Jukebox soap maker Dr. Squatch, which claims it markets “really, real soap” made through the cold process saponification method, whereas most other purported soaps are synthetic detergents. The National Advertising Review Board panel has upheld the National Advertising Division’s decision finding such claims misleading even if technically true.

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Unilever Squelches Dr. Squatch Comparative Claims In NAD Forum; Advertiser Can Keep Its 'Sh*t List’

Dr. Squatch was able to substantiate that it uses “no harmful ingredients” as well as certain claims about avoiding a “Sh*t list” of ingredients, but agreed to modify other claims the National Advertising Division deemed falsely disparage competitor products, such as Unilever’s Dove personal-care brand.

NAD Advises ‘Natural’ Soap Maker To Stop Calling Competing Products ‘Detergents’; Appeal Incoming

The National Advertising Division advises Dr. Squatch to discontinue claims for its newly launched Jukebox Soap characterizing competitor soaps as "detergent,” as the claim – while technically true – may falsely disparage competing products and mislead consumers based on their common understanding of the term.

Getting Green Claims Right: ‘Bring Everybody Into The Same Room’

Maggie Spicer, attorney and founder of Source Beauty LLC, discusses her approach with clients to developing green claims they can feel confident about.


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