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Odor and Taste Elimination

Ennis, D. M. (2023). IFPress, 26(1) 3-4.



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 the Procter and Gamble’s claim that Febreze® eliminates malodor was 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.

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