New York, NY – February 26, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by Bic USA Inc., Calico Brands, Inc. discontinued claims that its Scripto® Aim ‘n Flame® MAX Lighter is the “#1 Selling Multi-Purpose Lighter.”
Calico Brands informed the National Advertising Division (NAD) that it permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Calico Brands stated that it “will comply with NAD’s recommendations” and noted that although it “believes that a variety of data can support the advertising of its Scripto lighter” it has “voluntarily discontinued the statements that were being challenged.”
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Contact:
Jennie Rosenberg
Media Relations
BBB National Programs
[email protected]