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P&G settles 'green' diaper claims dispute.

Bowing to governmental pressure but denying any wrongdoing, Procter & Gamble, Cincinnati, OH, last month agreed to stop what a task force of 10 state attorneys general claimed were deceptive ads that suggested its Pampers and Luvs disposable diapers are readily degradable.

Under terms of the mid-November settlement, P&G said it would alter its advertising and pay each state $5000 in investigation costs. The investigation focused on one ad that depicted a hand holding a pile of dirt, with a heading suggesting that "90 days ago this was a disposable diaper." Only in the smaller print, the task force charged, did the reader find out that diapers only partially decompose to dirt through a composting process and that composting facilities exist only in a few communities around the country.

"The misleading advertising made it appear to consumers that they need not worry about the solid waste problems posed by disposable diapers," said Robert Abrams, New York attorney general, who led the investigation. "By promoting their disposable diapers as compostable, when facilities that accept diapers for composting are virtually unavailable. Procter & Gamble is deceiving consumers who are concerned about the trade-offs between using disposable diapers and limiting solid waste."

P&G spokesperson Lynn Hailey, while confirming the greement, emphasized that "there was nothing in the ad that was inaccurate or not true. Where the disagreement came was in the prominence of disclosures." P&G's advertising will continue to focus on composting as a means of managing solid waste, she said.
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Title Annotation:Top of the News; Procter and Gamble Co.
Publication:Nonwovens Industry
Date:Jan 1, 1992
Words:249
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