Cocofloss ‘Whoosh Away Plaque’ Claim Trips On ‘Slippery’ Comparison In Advertising Review

National Advertising Division decision, on challenge by P&G, is another lesson for advertisers not to expect highlighting differences between products establishes theirs as better or more effective than competitors’ products.

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Replacing “gliding” with “slippery” to describe competitors’ floss products didn’t make things smoother for Cocofloss Inc. in an industry self-regulation group’s review of its ad claims on a challenge by Procter & Gamble.

The decision by BBB National Programs Inc.’s National Advertising Division is another lesson for advertisers not to expect that highlighting...

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