CIBA EFIDAC/24 AD CLAIMS FOUND SUBSTANTIATED BY NAD
This article was originally published in The Tan Sheet
Executive Summary
CIBA EFIDAC/24 AD CLAIMS FOUND SUBSTANTIATED BY NAD following an inquiry into print and TV advertising for the extended relief pseudoephedrine-based cold product. The National Advertising Division of the Council of Better Business Bureaus announced Jan. 11 that, based on a review of data supplied by Ciba Consumer, several "explicit" claims were determined to be substantiated, including: "The first cold tablet for consistent 24-hour relief"; "Look, Sudafed drops off after six hours, Tavist-D after 12..."; and "...but just one Efidac gives consistent relief for 24 hours."