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Odor Elimination Claim Substantiation

Taught by Dr. Daniel Ennis



The National Advertising Division (NAD) is the self-regulatory body for the advertising industry in the US that adjudicates truth in advertising. In May 2022, the NAD issued a ruling that certain Procter and Gamble’s claims regarding odor elimination were not supported. They concluded that a purely sensory test is not sufficient to support a claim of physical or chemical odor elimination. According to the decision, the testing conducted was not a good fit for the claims. The ruling was appealed to the National Advertising Review Board (NARB) who upheld the NAD’s decision. This case raised interesting questions about how and whether odor or taste elimination claims could be substantiated and, if so, what the testing protocol would require.

In this webinar we will consider the scientific principles behind three possible ways in which an odor elimination claim could be supported.  We will also discuss the type and nature of sensory testing that could contribute to the substantiation.

This webinar is intended for a general audience of sensory professionals and graduate students.

A digital recording of this webinar is available for purchase ($289). 

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