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

Executive Summary

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.

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