BBB rules on Pactiv ad claims

NEW YORK (Nov. 24, 2:40 p.m. ET) -- The National Advertising Division of the Council of Better Business Bureaus has determined that Pactiv Corp. can support certain claims for it Hefty OdorBlock trash bags, but NAD also recommended that the advertiser discontinue some claims.

Among other things, NAD ruled that there was no evidence that would require Pactiv to change the name of the “OdorBlock” product.

New York-based NAD reviewed Pactiv’s advertising following a claim by competitor Glad Products Co., manufacturers of OdorShield trash bags.

NAD determined that Pactiv “provided a reasonable basis for qualified claims that Hefty trash bags with OdorBlock technology ‘helps control everyday garbage odors — helping to keep kitchens fresh,’ and ‘OdorBlock bags … reduce the odors associated with everyday household trash.’”

However, NAD determined that the Pactiv’s testing was not sufficient to support its quantified performance claims that OdorBlock “neutralizes garbage odor” or “neutralizes odors.” NAD recommended that these claims be discontinued.

Pactiv said it will “take NAD’s additional recommendations into account in its future advertising.”

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