Not All Surveys Are Created Equal

Law360, New York (September 9, 2011, 12:45 PM EDT) -- In May 2011, Sun Products Corporation, maker of Snuggle Blue Sparkle fabric softener, challenged an advertisement for Procter & Gamble’s Ultra Downy April Fresh Liquid fabric softener before the National Advertising Division (NAD) of the Council of Better Business Bureaus.[1]

During the challenge, Sun Products produced a consumer perception survey in which 22 percent of respondents took away an implied message that the fresh scent from Snuggle’s fabric softener lasted only one day, versus seven days for Downy. The NAD relied in part on the survey...
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