The ad watchdog says Carpe can't back up its first-ever 100-hour deodorant claim
Procter & Gamble challenged ads for Carpe's Underarm Stick, made by Clutch, Inc., at BBB National Programs' National Advertising Division (NAD). On October 30, NAD said Carpe's $19.95 reference price was supported. It recommended Carpe stop calling itself the first deodorant with 100 hours of clinically tested protection, and change how it presents its savings. That includes not using countdown timers or scarcity language unless a sale really is limited, and making clear when savings depend on an auto-renewing subscription. Carpe said it will follow the recommendations.
Why it matters
A clinically tested number can be real and still not support the claim built on top of it. And a countdown timer on a deodorant sale is the same fake-urgency tactic at the center of the Ulta email lawsuit. Before you buy because a clock is running, check whether the deal is actually ending.
The story so far
NAD finds Carpe's reference price supported and recommends it change its first-ever and savings claims.