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Published: Tuesday, 1/11/2011

Ad group backs P&G in challenge on towels

CINCINNATI — Procter & Gamble Co. has picked up backing for its challenges to paper towel advertising by Kimberly-Clark Corp.

The advertising industry's self-regulatory body recommends changes in commercials for Viva and Scott paper towels that have possibly misleading messages about absorbency and thickness compared to P&G's Bounty.

The National Advertising Division Council of Better Business Bureaus investigated the campaigns after challenges by Cincinnati-based consumer products maker P&G.

Dallas-based Kimberly-Clark says it disagrees with the findings but will abide by the recommendations.

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