New York, NY – July 9, 2024 – In a challenge brought by the Colgate-Palmolive Company, BBB National Programs’ National Advertising Division determined that The Procter and Gamble Company (P&G), in connection with advertising for its Dawn Platinum Dishwashing Liquid, had a reasonable basis for its express Invisible Grease Claims, as well as the implied claim, “Any difference in removal of grease and food residue between Dawn Platinum and Palmolive Essential Clean is meaningful to consumers.”

However, the National Advertising Division (NAD) recommended that other challenged claims be discontinued or modified.

The challenged advertising appeared in P&G’s “Closer Look” advertising campaign for Dawn Platinum Dishwashing Liquid and consisted of two commercials and a 5-second gif.

99% Food and Grease Removal Claims

The National Advertising (NAD) determined that, in context, P&G’s claims that Dawn Platinum removes 99% of food and grease residue convey a comparative performance message. Specifically, that the Dawn Platinum concentrated product is superior to Colgate’s Palmolive Essential Clean non-concentrated product at removing food and grease.

Because NAD concluded that P&G did not provide testing to support a comparative 99% grease removal claim, NAD recommended that the claims be modified or discontinued.

Invisible Grease Claims

The National Advertising Division (NAD) determined that P&G’s evidence was reliable and provided support for the reasonable basis for the comparative Invisible Grease Claim, as well as the implied claim, “Any difference in removal of grease and food residue between Dawn Platinum and Palmolive Essential Clean is meaningful to consumers.”

Colgate also challenged a side-by-side dramatization that showed invisible, residual grease remaining on dishes by highlighting its presence using a blue light on the surface of plates hand washed with Palmolive Essential Clean and Dawn Platinum. NAD found the dramatization reasonably conveys the message that consumers will experience the difference in grease removal as depicted.

NAD found that the difference in the amount of grease that Dawn Platinum left on dishes compared to the amount that remained on dishes washed with Palmolive Essential Clean is consumer relevant, however the depiction of the grease left by Palmolive Essential Clean is inconsistent with the evidence in the record.

NAD therefore recommended that P&G modify or discontinue the challenged advertising to avoid conveying the unsubstantiated, implied message that the dramatization shown in the ads reflects grease residue that is typical of what consumers will experience using Palmolive Essential Clean versus Dawn Platinum.

In its advertiser statement, P&G stated that it will comply with NAD’s decision and although it disagrees with a number of NAD’s conclusions, it respects the NAD process and will take NAD’s recommendations into account for future advertising.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

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

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division 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.

Jennie Rosenberg
Media Relations
BBB National Programs
[email protected]