New York, NY — March 8, 2006 — The National Advertising Division (NAD) of the Council of Better Business Bureaus, Inc., has recommended that Honeywell Consumer Products Group discontinue advertising that suggests its Prestone Extended Life Antifreeze/Coolant can be used in all makes and models of automobiles and light trucks, and that the antifreeze is compatible with all other antifreeze products. Honeywell has said it will appeal the NAD decision to the National Advertising Review Board (NARB).

NAD, the advertising industry's self-regulatory forum, examined advertising for Prestone Extended Life Antifreeze/Coolant following a challenge from The Valvoline Company, the maker of a competing antifreeze product.

Claims at issue included:
• May be added to the antifreeze/coolant of any make or model automobile or light duty truck on the road today, foreign or domestic
• All Makes, All Models, add to ANY color antifreeze
• This patented Ready to Use formula is intended for use and compatible with ANY antifreeze/coolant used in ANY make or model automobile or light duty truck on the road today and mixes with ANY color antifreeze.
• May be added to the antifreeze/coolant of any make or model automobile or light duty truck on the road today, foreign or domestic.
• One formula is now compatible with all makes, models, and mixes in all colors.

Following a review of the evidence, NAD determined that the automotive industry consensus standard relied upon by Honeywell did not address questions of compatibility or universality. Moreover, NAD determined that the compatibility testing offered by Honeywell did not sufficiently support its compatibility claims. As a result, NAD determined that the advertiser did not provide a reasonable basis for its claims that Prestone Extended Life antifreeze can be used in all makes and models, or its claim that the antifreeze is compatible with all other antifreezes. NAD recommended that the advertiser discontinue both its "all makes, all models" claims and its compatibility claims.

Honeywell, in its advertiser's statement, argued that industry consensus standards do support its claims. "Honeywell respectfully requests that this case be referred to the NARB for review of the following issues: (1) NAD's conclusions with respect to Honeywell's 'all makes/all models' claim and the corresponding substantiation that was submitted in support of this claim; and (2) NAD's conclusions with respect to Honeywell's compatibility claims (including extended life compatibility) and the corresponding substantiation that was submitted in support of this claim."

NAD's inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of National Advertising. Details of the initial inquiry, NAD's decision, and the advertiser's response will be included in the next NAD Case Report.

The National Advertising Review Council (NARC) was formed in 1971 by the Association of National Advertisers, Inc. (ANA), the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF), and the Council of Better Business Bureaus, Inc. (CBBB). Its purpose is to foster truth and accuracy in national advertising through voluntary self-regulation. NARC is the body that establishes the policies and procedures for the CBBB's National Advertising Division (NAD) and Children's Advertising Review Unit (CARU), as well as for the National Advertising Review Board (NARB).

NAD and CARU are the investigative arms of the advertising industry's voluntary self-regulation program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media. The National Advertising Review Board (NARB), the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the children's advertising industry, while NAD/NARC/NARB's sole source of funding is derived from membership fees paid to the CBBB. For more information about advertising self regulation, please visit www.narcpartners.org.

goHTSN.com Editor: Note that goHTSN.com found significant coolant/antifreeze details within NAD's multipage documentation backing up their decison; the most important items will be released in the upcoming issue of Cool Profit$ Magazine. If you are not yet a subscriber, please consider it:
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