Ad Alert

Rite Aid

Drugstore chain's No. 1 doctor-recommended claims come down in wake of NAD inquiry.

When your dad is No. 1, you get him a mug. When your health care products are No. 1, you let your customers know.

That’s what Rite Aid did, installing panels on store shelves stocked with over-the-counter medicines, supplements and other products that declared the brands as “#1 Doctor Recommended,” “#1 Neurologist Recommended,” “#1 Dermatologist Recommended,” and so on.

But the drugstore chain apparently did not feel too strongly about its No. 1 doctor-recommended claims. At least not strongly enough to fight to keep them up in the face of an inquiry by the National Advertising Division (NAD).

Officially, Rite Aid said that it would take down the claims to “eliminate any future confusion,” according to the NAD decision. It told NAD that it relies on suppliers to substantiate advertising claims, including its own. reached out to Rite Aid for comment. Check back for updates.

Find more of our coverage on the marketing that goes on inside stores here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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