National Advertising Division recommends Kimberly-Clark discontinue Huggies “#1 Best Fitting Diaper” claims and modify others

NEW YORK, February 12, 2024-

In a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division recommended that Kimberly-Clark Inc. (K-C) discontinue claims that Huggies is the “#1 Best Fitting Diaper” and modify its advertising to, among other things, avoid conveying that its diapers have a superior fit over all diapers on the market, including those sold by P&G under its Pampers brand.

The National Advertising Division (NAD) also concluded that the advertising did not reasonably convey that all Huggies brand diapers provide superior leakage protection.

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