NEW YORK, Aug. 3, 2022
/PRNewswire/ -- The National Advertising Division (NAD) of BBB
National Programs determined that certain claims made by WaterWipes
regarding the type and purity of ingredients used in its infant
cleansing wipes were supported in context. For example, NAD found
claims that simply underscore the advertiser's claimed benefit of
its wipes or distinguish the number of ingredients in it wipes as
compared to other competitor's wipes were properly limited and not
falsely disparaging. However, NAD found that other claims that
expressly or impliedly convey that competing baby wipes with more
ingredients are harmful or can "cause or exacerbate diaper rash"
were unsupported and recommended that they be discontinued.
NAD also recommended that WaterWipes discontinue:
- Efficacy claims that were based on the results of its "Baby
Skin Integrity Comparison Survey" (BaSICS Study), including that
babies cleansed with WaterWipes have a lower incidence and shorter
duration of diaper rash compared to babies cleansed with other
leading brands;
- "New independent clinical study reveals use of WaterWipes
reduces incidence and shortens duration of diaper dermatitis in
premature babies"; and
- "95% of healthcare professionals said they recommend
WaterWipes."
These claims were challenged by Proctor & Gamble Company,
maker of competing cleansing wipes for infants.
BaSICS Study Claims
In a case decision issued in March, NAD determined that the
BaSICS Study, which was designed to compare three different brands
of baby wipes using parental observations of the incidence of
diaper rash in infants from birth to eight weeks of age, does not
provide adequate substantiation for WaterWipes' broad superiority
claims ("#1 wipe against the causes of diaper rash" and "#1
cleansing wipes helping against the cause of diaper rash") or the
establishment claim ("clinically proven as the #1 wipe against the
causes of diaper rash") at issue in that challenge. Those same
claims were also at issue in this challenge.
In the March decision, NAD recommended that the challenged
claims be discontinued given its concerns with the reliability of
the BaSICS Study. In its advertiser's statement, the advertiser
agreed to abide by NAD's recommendation and discontinue its "#1"
and clinically proven claims.
In the present matter, NAD determined that the BaSICS Study also
does not provide adequate substantiation for the remaining BaSICS
Study claims at issue in this challenge, each of which convey that
WaterWipes outperformed the other wipes included in the study with
respect to the incidence and shorter duration of diaper rash.
Therefore, NAD recommended that WaterWipes discontinue certain
claims, including:
- "New clinical study highlights how different baby wipe products
can impact skin integrity of infants."
- "Baby Skin Integrity Comparison Survey reveals babies cleansed
with WaterWipes had a lower incidence and shorter duration of
diaper rash compared to other leading brands."
- "The [BaSICS] study of 698 mothers, showed babies cleansed with
WaterWipes (brand three in the study; with the fewest ingredients)
are less likely to get moderate to severe nappy rash, and if they
do, it lasts fewer days compared to other leading brands."
- "For each day of nappy rash experienced by the WaterWipes
babies, the rash would have lasted approximately 50% longer had
mothers used the other brands – 1.69 days with brand two
(p<0.001) and 1.48 days with brand one (p=0.002)."
Rogers Study Claim
In support of its claim "New independent clinical study reveals
use of WaterWipes reduces incidence and shortens duration of diaper
dermatitis in premature babies," the advertiser relied on the
results of the Rogers Study, which evaluated the skin care of NICU
babies by testing the implementation of particular skin care
guidelines, including the use of WaterWipes.
NAD determined that the challenged claim reasonably conveys that
the WaterWipes product itself helps shorter the duration of diaper
dermatitis – a message not supported by the Rogers Study. NAD noted
that the central finding of the Rogers Study is with respect to the
study's Perineal Skin Care Guidelines and not the causal effect of
using WaterWipes. Therefore, NAD recommended that the claim be
discontinued.
Purity and Ingredient
Claims
NAD determined that the claims that simply underscore the
advertiser's claimed benefit of its product (i.e., only two
ingredients and 99.9% purified water) or distinguish the number of
ingredients in WaterWipes as compared to other products were
properly limited and not falsely disparaging to competing products.
Those claims include:
- "WaterWipes baby wipes do not contain any chemicals or
preservatives like other wet wipes"
- Whereas other baby wipes contain up to 16 ingredients,
WaterWipes baby wipes have just two: Water (99.9%) – specially
purified to clean babies' skin. A drop of fruit extract (0.1%) – to
condition the skin and protect its integrity."
NAD also determined the claim "We recommend that HCPs are aware
of the ingredients contained in baby wipe products being used on
the delicate skin of babies. Given the minimal ingredients and
purity credentials of WaterWipes, they are an ideal choice" to be
supported in the context presented on the advertiser's website.
Further, NAD found the advertiser's "world's purest baby wipes"
claim to be supported in context, which defined the message
reasonably conveyed, that WaterWipes are the "world's purest baby
wipes" because they contain only "99.9% water and a drop of fruit
extract."
In contrast, NAD determined that certain other claims that
expressly or impliedly convey that competing baby wipe products
with more ingredients are harmful or can "cause or exacerbate
diaper rash" were unsupported and recommended that they be
discontinued including the claims:
- "WaterWipes baby wipes . . . don't contain the ingredients that
can cause or exacerbate diaper rash,"
- "Other wipes can have up to 16 different ingredients that can
irritate skin and could potentially cause or irritate diaper rash,
even if they are labeled natural' or 'sensitive.'"
- "With WaterWipes, you never have to worry about what you're
putting on your baby's delicate, sensitive skin because we have
just two ingredients,"
- "WaterWipes are 99.9% water, which actually makes a huge
difference because you can hide a lot of additional ingredients in
.9%."
- Visual depiction of the number of ingredients (i.e., 2) in
WaterWipes in a blue-colored heart in contrast to the number of
ingredients in competing products depicted in a red circle or stop
sign-like shape.
- Visual images of WaterWipes and "other wipes," each depicted as
one droplet of water that convey there is something "less pure" or
possibly unsafe, or harmful about the "other wipes."
Healthcare Professional
Recommended Claim
NAD recommended that the claim "95% of healthcare professionals
said they recommend WaterWipes" be discontinued due to a concern
that use of the term "healthcare professionals" could convey the
message to consumers that some pediatricians were included in the
survey (which was limited to health, obstetric, and neonatal
nurses). NAD also noted that healthcare professionals could include
nurses, physician's assistants, and others.
In its advertiser statement, WaterWipes stated that it "agrees
to comply with NAD's recommendations" although it "respectfully
disagrees with certain findings related to implied takeaways of
some claims."
All BBB National Programs case decision summaries can be found
in the case decision library. For the full text of NAD, NARB,
and CARU decisions, subscribe to the online archive.
About BBB National
Programs:
BBB National Programs is where businesses turn to enhance
consumer trust and consumers are heard. The non-profit organization
creates a fairer playing field for businesses and a better
experience for consumers through the development and delivery of
effective third-party accountability and dispute resolution
programs. Embracing its role as an independent organization since
the restructuring of the Council of Better Business Bureaus in
June 2019, BBB National Programs
today oversees more than a dozen leading national industry
self-regulation programs, and continues to evolve its work and grow
its impact by providing business guidance and fostering best
practices in arenas such as advertising, child-directed marketing,
and privacy. To learn more, visit bbbprograms.org.
About the National Advertising
Division:
The National Advertising Division (NAD) of BBB National
Programs provides independent self-regulation and dispute
resolution services, guiding the truthfulness of advertising across
the U.S. NAD reviews national advertising in all media and its
decisions set consistent standards for advertising truth and
accuracy, delivering meaningful protection to consumers and
leveling the playing field for business.
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