Dr. Squatch Voluntarily Discontinues Affiliate Posts, Updates Influencer Disclosures Following NAD Challenge

Dr. Squatch has voluntarily discontinued certain affiliate posts and updated influencer disclosures after a National Advertising Division Challenge by Procter & Gamble. The challenge was brought under BBB National Programs' Fast-Track SWIFT process, which is an expedited process for single-issue advertising cases. The case did not review the claims on their merits, as Dr. Squatch has taken steps to ensure compliance with FTC guidelines.

Dr. Squatch, LLC, a manufacturer of personal care products, has voluntarily discontinued certain affiliate posts and updated influencer disclosures following a challenge brought by The Procter & Gamble Company (P&G) under the National Advertising Division (NAD) of BBB National Programs. The challenge, initiated under the Fast-Track SWIFT process, an expedited review for single-issue advertising cases, focused on TikTok Shop affiliate posts where influencers earn commissions on Dr. Squatch products [2].

The NAD noted that Dr. Squatch offers additional affiliate rewards beyond standard affiliate link commissions, which were not clearly disclosed in the posts. Dr. Squatch has since discontinued the subject advertising and ensured that the posts comply with the FTC Guides Concerning the Use of Endorsements and Testimonials [2]. As a result, the NAD did not review the claims on their merits and treated the discontinued posts as though they were recommended for discontinuation for compliance purposes.

This development comes at a time when P&G faces its own challenges, with Evercore ISI recently downgrading its rating on P&G to In Line from Outperform ahead of the company's FQ4 earnings report [1]. The downgrade was attributed to headwinds from Amazon, among other factors.

The case highlights the importance of clear and compliant advertising practices, particularly in the influencer marketing space. It also underscores the role of BBB National Programs in promoting fair competition and consumer trust through independent self-regulation.

References:
[1] https://seekingalpha.com/news/4467079-procter-gamble-slips-after-evercore-isi-downgrades-and-warns-on-amazon-headwind
[2] https://www.globenewswire.com/news-release/2025/07/17/3117400/0/en/Following-a-National-Advertising-Division-Challenge-Dr-Squatch-Voluntarily-Discontinues-Select-Affiliate-Posts-and-Updates-Influencer-Disclosures.html