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This article was originally published in The Rose Sheet

Executive Summary

DIOR SVELTE AD EFFECTIVENESS FIGURES WILL BE MODIFIED to comply with a recommendation made by the National Advertising Division of the Council of Better Business Bureaus (NAD), NAD said in an Aug. 5 report on a review of claims in Christian Dior Perfumes' print ad for Dior Svelte Cellulite Control Complex. Based on its review, NAD concluded that "improvement percentages" used in the ad should "clearly disclose that they relate to the number of panel subjects and not a level of performance." Dior told NAD that it will "in future advertising follow...NAD's recommendation" even though the firm "believes that its advertising clearly communicates that the percentage of improvement contained therein refers to the subject participating in the clinical testing," the NAD case report stated.



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