NAD Deems General Mills Actions Appropriate

NEW YORK — The National Advertising Division of the Council of Better Business Bureaus has determined that General Mills took appropriate action when it discontinued advertising claims that were challenged by Campbell Soup Co. as being misleading. The claims at issue included: “The Better Choice. Better Taste. Better For You. Better For The Environment”; “Progresso Soup stands for superior quality and is the better choice for consumers who insist on great taste AND health”; “Superior quality and unbeatable taste are key to Progresso’s success”; and “Progresso Soup has Better Taste.” After Campbell Soup challenged the claims, General Mills permanently discontinued their use and said that any future “better taste” claims would state the object of comparison and be adequately substantiated. Because the advertising claims were discontinued following the opening of the NAD case, however, NAD asserted jurisdiction and examined the claims at issue. NAD noted in its decision that it was satisfied with the advertiser’s assurance

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