Doan's decision worries marketers

Teinowitz, Ira
May 1999
Advertising Age;5/31/1999, Vol. 70 Issue 23, p74
Trade Publication
This article reports on the plan of Novartis Consumer Health to appeal the ruling of the U.S. Federal Trade Commission (FTC) which requires them to produce corrective advertisements for Doan's Pills. The Doan's decision is the first time in 25 years the FTC has unilaterally ordered corrective advertising, though marketers have occasionally been asked to voluntarily do so. The unanimous vote of the FTC upheld a hearing examiner's determination that Doan's ads from 1987 to 1996 falsely presented the brand as better for back pain than other remedies. The ads were created by the agency now known as Jordan McGrath Case & Partners/Euro RSCG.


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