By  on August 1, 2008

Johnson & Johnson’s Neutrogena brand has received several recommendations for its ad claims from the National Advertising Division of the Council of Better Business Bureaus based on a challenge filed by Unilever earlier this year.

The challenge, brought by the maker of Dove skin care, specifically pointed to Neutrogena’s use of three claims in its ads, including the “#1 Dermatologist Recommended” claim. NAD, which consists of eight lawyers, many of whom specialize in advertising law, has recommended that going forward, Neutrogena make clear that the “#1 Dermatologist Recommended” claim applies to the Neutrogena brand as a whole, and not when a particular Neutrogena product is not the most recommended brand in a category.

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