Quanovate Tech, Inc. has voluntarily discontinued claims for its Mira Fertility Monitor and Test Wands following a National Advertising Division challenge brought by The Procter & Gamble Company. P&G and Quanovate sell competing fertility monitors and wands, and P&G challenged Quanovate's comparative, performance, and superiority claims. During the inquiry, Quanovate agreed to permanently discontinue all of the challenged claims, and NAD did not review the claims on their merits. The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued and Quanovate agreed to comply. In its advertiser statement, Quanovate said it respects the self-regulatory process and thanks NAD for its time.
Procter & Gamble CompanyP&G's challenge led to competitor discontinuing claims, removing competitive advantage.
Quanovate voluntarily discontinued claims after NAD challenge, losing marketing edge.
