Ad watchdog clears Huggies in row with nappy rival Pampers

Hannibal%20RisingA Huggies television campaign that compared its nappies with rival Pampers has escaped censure by the advertising regulator, following a complaint from Procter & Gamble that the comparison was unfair and misleading.

The ad for the Kimberly-Clark-owned brand’s Natural Fit nappies includes a P&G-owned Pampers Active Fit nappy laid out alongside the Huggies brand. A voiceover says/ “Unlike Pampers Active Fit, Huggies Natural Fit is shaped between and around the legs.” The campaign was created by Ogilvy.

P&G complained to the Advertising Standards Auth-ority that the ad misrepresented the shape and fit of its product. But the ASA ruled the ad “merely” highlighted the difference between the shaping of the nappies in the leg area. It also concluded that the comparison was fair and not misleading.

Meanwhile, complaints over a TV ad for the cinema release of Hannibal Rising, featuring brief scenes from the film have been upheld.

The ASA ruled the trailer should have a post-9pm restriction, because though little actual violence is shown, the overall cumulative effect of the ad and its fast-changing clips was one of menace and fear.

The ad included a child screaming, a scythe at someone’s throat, a blood-filled syringe, and the title character Hannibal Lecter in a mask.

The ad had been given a post 7.30pm restriction by the Broadcast Advertising Clearance Centre (BACC).

  • EasyJet has complained to the ASA about a Virgin Trains ad, which claims that a train journey emits three-quarters less carbon dioxide than a comparable trip by air. Earlier this year, the no-frills airline was rapped by the regulator for “inaccurately” portraying the environmental benefits of its new fleet of planes.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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