P&G; Pulls Diaper Ads After Rival Complains

Procter & Gamble Co., the world’s largest advertiser, was forced to discontinue a series of television commercials for its Pampers disposable diapers after rival Kimberly-Clark Corp. challenged their truthfulness. At issue were P&G; ads that claimed more pediatricians recommend its Pampers. The national advertising division of the Council of Better Business Bureaus Inc. reviewed the commercials and found that there was inadequate evidence to support those claims because they implied doctors preferred the way Pampers control pH levels and keep babies’ skin “soft and smooth.” Dallas-based Kimberly-Clark makes Huggies disposable diapers. The commercials were reviewed under procedures for self-regulation set up by advertisers. Cincinnati-based P&G; said it was “disappointed” with the ruling and added that both its survey and one conducted by Kimberly-Clark show that “more pediatricians do recommend Pampers.” P&G; has stopped airing the ads. The advertising agency that created the Pampers ads is New York-based D’Arcy Masius Benton & Bowles Inc. P&G; shares rose $2.13 to close at $93.56, while Kimberly-Clark shares rose 31 cents to close at $50.69 on the NYSE.