Reckitt breaks precedent by using Consumer Reports in ads

09/14/2011 | Advertising Age (tiered subscription model)

Reckitt Benckiser has had considerable success of late using Consumer Reports test results to market its dishwashing detergent and stain-removing spray, despite Consumer Reports' long-standing rule that no company can use its reviews for advertising. After running the detergent ads, Reckitt's year-over-year share of that market rose by more than 4 percentage points.

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