Procter & Gamble

Gillette

A TINA.org investigation of Gillette found that the company was making the unqualified claim that its product line was made in the United States in a national marketing campaign when the overwhelming majority of products were not entirely made in the United States –most of these products were entirely made in foreign countries, such as China, Poland, Brazil, and Mexico, while others contained non-U.S. components.


Highlights

  • TINA.org sent warning letter to Gillette
  • Gillette removed deceptive ads from social media but not TV
  • TINA.org filed complaint with FTC
  • Gillette aired new, corrected TV commercial
  • FTC sent company a closing letter
Misleading Gillette ad

Timeline

2018
October 1

The FTC sends Gillette a closing letter after raising concerns with the company regarding “certain marketing materials [that] overstated the extent to which Gillette products . . . are made in the United States.”  In the letter, the FTC states that Gillette had implemented a remedial action plan that “includes discontinuing unqualified U.S.-origin claims across all shaving and shaving-related products in digital advertising, broadcast advertising, and on packages,” and that the Commission will continue to monitor the company’s advertising closely.

April 24

According to Kantar Media, Gillette ceases airing its Boston-centric commercial on national television.

April 2

Gillette airs a new national television commercial that, instead of highlighting its Boston factory and showing multiple American flags, states “Invented in Boston. Made and sold around the world.”

March 1

TINA.org sends a letter to the FTC regarding Gillette’s ineffective changes to its 30-second national television commercial and urging the Commission to take swift action.

February

Gillette makes minor edits to its 30-second national television commercial boasting its Boston headquarters, including (1) adding a barely legible disclosure toward the end of the commercial that appears on the screen for approximately two seconds stating “Founded in Boston. Where we still make all premium ProShield, ProGlide, and Fusion5 cartridges.” and (2) replacing the screenshot that originally showed three razors with foreign made handles  with a screenshot of three blades it claims are made in Boston.

However, neither of these changes make the deceptive commercial any less misleading.  The added disclosure is not clear and conspicuous as is required by law, and the commercial still makes the unqualified implied claim that all Gillette products are made in Boston, which is deceptive because the vast majority of Gillette products are made, in whole or in part, outside the United States.

January 22

Due to Gillette’s failure to completely remedy its deceptive Made in Boston campaign, TINA.org files a complaint with the FTC urging it to commence an investigation into the marketing tactics being used by Gillette and take appropriate enforcement action.

December 2017-January 2018

As a result of TINA.org’s warning letter, as well as several subsequent communications between TINA.org and senior counsel for Gillette, the company ultimately removes the majority of its deceptive social media posts, apparently acknowledging the existence of deceptive origin claims in its marketing materials. But Gillette has thus far failed to remove deceptive origin claims from its daily national television commercials – the most visible part of its Made in Boston marketing campaign – or a YouTube video that has been viewed more than 500,000 times.

2017
December 21

TINA.org sends warning letter to Procter & Gamble notifying it of TINA.org’s findings regarding Gillette’s Made in Boston marketing campaign, and asking that it remedy the deceptive marketing immediately.


Featured


The Latest

Filters

Ad Watchdog TINA.org Petitions FTC for Made in USA Rule

Press Release

Ad Watchdog TINA.org Petitions FTC for Made in USA Rule

MADISON, CONN. August 22, 2019– Consumer advocacy organization, truthinadvertising.org (TINA.org), filed a formal petition today requesting that the Federal Trade Commission (FTC) use its rulemaking authority to expand its enforcement…

Gillette Engaged in Deceptive Made in USA Marketing

Press Release

Gillette Engaged in Deceptive Made in USA Marketing

Ad Watchdog TINA.org Files FTC Complaint MADISON, CONN. January 23, 2018 – Despite a national advertising campaign showcasing patriotic imagery, highlighting its Boston headquarters, and heavily promoting its “Made in…


Class-Action Tracker

Gillete® Fusion ProGlide Sensitive 2-in-1 Shave Gel

Class Action

Gillete® Fusion ProGlide Sensitive 2-in-1 Shave Gel

August 2018: This case was transferred to federal court. (Case No. 18-cv-6844, C.D. Cal.) April 2018: A class-action lawsuit was filed against Procter & Gamble for allegedly misleadingly using You…

Duracell Batteries with the Duralock Ring

Class Action

Duracell Batteries with the Duralock Ring

In March 2016, a federal judge dismissed a class-action lawsuit filed against Gillette and Procter & Gamble alleging that the marketing for Duracell AA and AAA Copper Top batteries with…

Duralock Batteries

Class Action

Duralock Batteries

In October 2015, a federal judge dismissed a class-action lawsuit against the makers of Duracell batteries alleging, among other things, that the marketing (including TV and radio commercials, and product…

Gillette® and Old Spice® Deodorants

Class Action

Gillette® and Old Spice® Deodorants

December 2014: The parties agreed to dismiss this lawsuit. The reasons for the dismissal have not yet been disclosed. September 2014: A class-action lawsuit was filed against Procter & Gamble…