Naughty, naughty Neutrogena! WWD reports that Unilever (specifically Dove skin care) has filed a complaint with the the National Advertising Division of the Council of Better Business Bureaus because they feel that three of the tag lines within Neutrogena ads contain misleading statements. The tag lines are:

  • "#1 Dermatologist Recommended"
  • "No wonder dermatologists recommend Neutrogena most"
  • "One more reason why Neutrogena is recommended most by dermatologists"
  • Dove believes these ads insinuate that dermatologists recommend the Neutrogena brand overall, not just specific products. Johnson & Johnson (Neutrogena's parent company) refuses to comment on litigation, but if they don't comply with these challenges, they risk involvement from the Federal Trade Commission. Do you feel that exaggerating is a form of a lie? And considering Rimmel's dust-up and L'Oréal's advertising troubles, do you think we'll see more clarity in marketing anytime soon?