NAD Recommends Envirocon Discontinue Certain Claims for Two ‘Lemi Shine’ Products; Finds Advertiser Can Support ‘Natural’ Active Ingredient Claim

New York, NY – Jan. 31, 2013 – The National Advertising Division recommended that Envirocon Technologies discontinue certain claims for the company’s “Lemi Shine” dishwasher products, but determined the advertiser could support a claim that its rinse product contains a natural active ingredient.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

Reckitt Benckiser LLC, the maker of Finish brand dishwasher products, challenged claims for Lemi Shine Performance Booster, including:

• “It’s the only thing that works”
• “Outshines the competition”
• “Money Back Guarantee”
• “Removes all your hard water spots, stains and residue”
• “Natural active ingredient”

Reckitt Benskiser also challenged the following claim made for Lemi Shine Rinse Agent

• “The Better Rinse – We Promise”

In addition, NAD examined whether the advertising at issue implied that Lemi Shine products are all natural or “green.”

Following its review, NAD determined that the claim “natural active ingredient” – in the context in which it appeared – was expressly true and not misleading. However, recommended that the advertiser modify its unqualified “all natural detergent additive” claims to disclose the ingredients in the product – “real fruit acids” and “natural citrus oils.”

NAD recommended that the advertiser discontinue the unsupported superiority claims “It’s the only thing that works” and “Outshines the competition.”

NAD noted that the advertiser had agreed to modify a claim related to hard water spots to read “removes tough hard water spots, stains and residue” and urged the advertiser to make this modification in a timely manner.
Concerning the money-back guarantee, NAD recommended that the advertiser clearly and conspicuously disclose the terms of the customer guarantee in any advertising that contains a money-back promise.

As to Lemi Shine Rinse Agent, NAD recommended that the claim “The Better Rinse – We Promise” be discontinued.

In its advertiser’s statement, Envirocon Technologies said it would “comply with the decision issued by the NAD.”