Church & Dwight Should Ax 'First, Only' Ovulation Claim: NAD

Law360, New York (September 21, 2012, 4:33 PM EDT) -- The National Advertising Division has recommended that Church & Dwight Co. Inc. stop claiming that its First Response Ovulation Test is the “first and only test to predict ovulation based on your unique LH hormone level,” the advertising industry regulator announced Thursday.

The NAD said Church & Dwight’s First Response claim relies on an adaptive algorithm to predict ovulation based on a woman’s own luteinizing hormone, or LH, level, improperly suggesting its digital test is more sensitive than other tests that only compare a woman’s daily...
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