Ad Regulator Says Church & Dwight Should Tweak Claims

Law360, Chicago (March 21, 2012, 6:36 PM EDT) -- An advertising industry self-regulator said Tuesday that while Church & Dwight Co. Inc. can back up its claim that people prefer its Arm & Hammer scented sensitive-skin laundry detergent over the leading competitor, the claim and others should be modified to avoid misleading consumers.

The National Advertising Division of the Council of Better Business Bureaus considered Church & Dwight's claims in response to a challenge by Sun Products Corp., which manufactures a competing dye- and perfume-free laundry detergent.

Church & Dwight took issue with some of...
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