Television Ads

Published on May 19th, 2014

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Pink Armor Nail Gel

The National Advertising Division (NAD) has recommended that Ontel Products Corporation discontinue the use of before-and-after images used in advertising for the company’s Pink Armor Nail Gel product.

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The before and after photos on the Pink Armor packaging depicted a drastic improvement in nail health and strength. The box included a disclaimer saying the pictures were a dramatization, but NAD ruled that the disclaimer did not excuse the misleading images.

Claims made:

  • “Your nails won’t peel, chip or crack no matter what the attack.”
  • “Rock Hard Finish.”
  • “[G]uaranteed to transform cracked, brittle and weak nails into healthy, stronger, brighter nails with just one coat, once a week.”
  • “[W]ith just one coat, once a week, [i]t’s like getting a professional nail treatment at home manicure at home!”

Even with the disclaimer, NAD found the images and accompanying testimonials to be deceptive because consumers are accustomed to seeing before and after photos as a true illustration of performance claims, so reasonable consumers could be expected to interpret Pink Armor’s pictures as such even with contradictory fine print.

Ontel disagreed with the NAD’s opinion but nevertheless agreed to comply with their request to remove the misleading ads out of respect for the self-regulatory process.

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The National Advertising Division, or NAD, is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus. NAD asks advertisers to substantiate or change their claims in advertisements. As part of a voluntary system of self-regulation, however, its recommendations can be ignored by the offending advertisers. In those instances, NAD refers the offender to federal consumer protection agencies.

(See Fine Print).

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