P&G and Unilever clash over detergent ad claims

Packaged goods giant Procter & Gamble (P&G) is locked in a dispute over claims made by its arch rival Unilever that its Persil Aloe Vera is “milder than the two leading non-bios.

Packaged goods giant Procter & Gamble (P&G) is locked in a dispute over claims made by its arch rival Unilever that its Persil Aloe Vera is “milder than the two leading non-bios.” The two “leading” non-bios include P&G’s Ariel.

The claim was made by Unilever’s UK subsidiary Lever Fabergé in a direct mail campaign. P&G has complained to the Advertising Standards Authority (ASA) and the complaint is being investigated.

A spokesman for Lever Fabergé says: “The ASA has not made a ruling on any complaints made against our direct mail campaign.”

This is not the first time that the companies have clashed over claims made in their detergent ads.

Last year the ASA castigated Lever Fabergé over an “unbeatable cleaning” claim made for the same brand in a press campaign created by J Walter Thompson. The ruling followed a complaint from P&G (MW September 5, 2002).

At the time, P&G also objected to the implication that Persil Non-Bio gives “unbeatable… care” and said that the Lever Fabergé product did not have a better cleaning performance than other detergents.

Earlier this year, Oxfordshire Trading Standards objected to a press ad for Persil that said: “Discover Persil’s kindest ever non-bio. New Persil Aloe Vera contains real extracts of aloe vera and is kinder to your skin. A drop of nature.” The trading standards authority complained to the ASA that the ad was misleading.

At the time, Lever Fabergé admitted that rather than the benefits of aloe vera, it is the overall kindness of the product that is important and the ad does not imply that the addition of aloe vera alone makes the product kinder to skin.

The ASA did not uphold the complaint (MW February 6).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here