NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Wednesday recommended Novartis Consumer Health to modify advertising claims for its Lamisil AT Gel Advanced athlete’s foot treatment, asking that it add the phrase “between the toes” to its claim of eradicating athlete’s foot, so as to avoid the assumption that it clears athlete’s foot on the whole foot.
In addition, NAD recommended that in future advertising, Novartis “clearly disclose that the object of the comparison [between Lamisil AT Gel] is Lamisil AT Cream” in making its claims of faster absorption, the division stated. And NAD recommended that claim be modified to avoid conveying the message that consumers will experience more rapid relief with more rapid absorption.
In its advertiser’s statement, Novartis disagreed with the NAD findings, but agreed to make the modifications in future advertisements.
The challenge was sponsored by Schering-Plough, which markets rival athlete’s foot remedy Lotrimin.