The advertising industry self-regulatory panel is demanding that Wrigley should change its advertising and packaging for Eclipse gum. Specifically, they want the claims about Eclipse having a natural ingredient that kills the germs that cause halitosis (bad breath) to be removed.
An investigation was done by The National Advertising Division Council of Better Business Bureaus after a competing gum-making company, Cadbury Adams USA, challenged them. This group analyzed the claims by Wrigley in advertisements for print and teleivision for a new version of Eclipse gum. According to these ads, an ingredient called ‘magnolia bark extract’ kills the bacteria that causes bad breath while other types of gum soley mask bad breath.
The investigators found that the studies going into these claims might sound promising, but Wrigley’s claims in their advertisements overstated the results.
Source: The Associated Press. April 8, 2009.