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Dove advertises its Deep Moisture Body Wash as being gentler on skin than competitors’ body washes. But Dial challenged many of Dove’s claims with NAD, which found that
while the literature may have established the general principle that “some body washes can be harsh,” it did not support the message conveyed by the advertising at issue – that competing body washes, including Dial, are significantly more damaging to the skin than Dove Deep Moisture.
NAD recommended that Dove change its marketing. Dove disagreed with the NAD’s ruling, and is appealing to the National Advertising Review Board. For the time being, consumers should take any claims about any bodywash with a grain of salt.
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