Thursday, January 26, 2017 11:15 am

CINCINNATI, Ohio (From The Enquirer) -- Procter & Gamble has agreed to modify some advertising claims promoting its Pampers Easy Ups diapers after a rival challenged them as misleading.

The Cincinnati-based consumer products giant, however, said it would appeal a National Advertising Division decision against other claims used to advertise its training pants. That appeal will be heard by the National Advertising Review Board, an appeals panel established by the industry to police advertising.

P&G launched an updated and more absorbent version of its Easy Ups last year. Advertising claims made to promote the product included: "you'll see drier nights," "doesn't leak like ordinary training pants," "the best way to potty-train" and "the easiest way to underwear."

Dallas-based Kimberly-Clark, which makes Huggies Pull-Ups training diapers, quickly cried foul. It argued to the regulatory body that P&G made claims it couldn't back.

P&G voluntarily agreed to stop using the "you'll see drier nights" claim. However, it argued "doesn't leak like ordinary training pants" was modified in advertising with a clearly visible disclaimer that read: "versus the leading value brand, based on size 2T-3T."

Kimberly-Clark said the disclaimer was not enough and that the first part of the claim could be interpreted by consumers to include its Huggies brand as well. The National Advertising Division agreed with Kimberly-Clark and P&G agreed to change the phrasing.

The National Advertising Division also told P&G to stop using "the best way to potty-train" and "the easiest way to underwear" in advertising, saying the company could not support those claims. P&G defended those last two phrases as "puffery" - permitted advertising claims that are vague, highly subjective or unquantifiable.

"P&G respectfully disagrees with NAD's determination that the phrase 'the easiest way to underwear' communicates an objective performance claim of 'faster' or 'easier' toilet training rather than non-actionable puffery, and will appeal this determination," P&G said in a statement attached to the National Advertising Division's decision.

*****

Join Jim Thompson on the 2nd Annual Papermakers Mission Trip to Guatemala, 22 - 29 July 17. Build houses, talk about the pulp and paper industry. For more information, email jthompson@taii.com with "Guatemala" in the subject line.