Ad Review Board Backs Zicam 'Pre-Cold' Claims

Law360, New York (August 21, 2013, 4:17 PM ET) -- An advertising industry self-regulator on Wednesday ruled that Matrixx Initiatives Inc. did not mislead consumers by overstating the properties of its Zicam cold treatments, rejecting a challenge brought by rival cold remedy maker ProPhase Labs Inc.

The National Advertising Review Board, an appellate unit of the advertising industry’s self-regulatory body, upheld a finding that advertisements describing Zicam as “the pre-cold medicine” and suggesting it can help consumers “go from pre-cold to no cold faster” would not mislead consumers into believing Zicam can prevent colds.

The decision...
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