The paper chase: 'Ultra' brands roll into court

Two toilet papers from our latest test had their day in court, so to speak, after Kimberly-Clark, maker of Cottonelle Ultra, challenged claims made by Procter & Gamble, maker of Charmin Ultra Strong, with the National Advertising Division of the Council of Better Business Bureaus (NAD). Following its review of the evidence, NAD recommended that Procter & Gamble modify certain advertising claims, but that others can be supported.
 
Among the ruling's (PDF) more amusing findings, NAD writes that in Charmin commercials: "which feature animated bears, a bear has numerous pieces of toilet paper left behind prior to using the advertised product, but is toilet paper free after using the product. Although a voiceover states that Charmin Ultra Strong leaves ‘fewer' pieces behind, NAD determined that the language is directly contradicted by the visuals, which depict no pieces left behind. NAD recommended that the advertiser avoid in future advertising depictions or language that convey the message that Charmin Ultra Strong leaves no pieces behind." 
 
Talk about squeezing the Charmin!
 
In our toilet paper report, both Charmin Ultra Strong and Cottonelle Ultra were judged very good overall. But one of the toilet papers received a score of fair in our disintegration test, which helped keep it off our recommended list. Can you guess which? Find out by checking the Ratings (available to subscribers).
 
—Daniel DiCleirico