Paper towel makers agree to arbitrate dispute over Bounty ads

<p>Georgia-Pacific and Procter & Gamble have agreed to binding arbitration in a legal dispute over paper towel advertisements that Georgia-Pacific claims are false and misleading.</p><p>The Atlanta-based company filed suit in U.S. District Court in Atlanta on Sept. 30 complaining about a series of P&G ads that claim Bounty towels absorb more liquid than Brawny, marketed by Georgia-Pacific.</p><p>The suit asked that Cincinnati-based P&G be barred from using the ads and from claiming in any promotions that Bounty paper towels do not drip.</p><p>As a result of the arbitration, U.S. District Judge Richard W. Story agreed to halt proceedings in the lawsuit until Jan. 22, when the two companies will be required to submit a status report.</p><p>A panel of three independent advertising professionals will review the case and make a ruling.</p><p>Procter & Gamble plans to continue its Bounty campaign during the arbitration, spokeswoman Celeste Kuta told The Atlanta Journal-Constitution.</p><p>Theres no order or anything until the arbitration is settled, she said.</p><p>Bounty has about 32 percent of the paper towel market, compared to 11 percent for Brawny. Last month, Georgia-Pacific said it would introduce a new, stronger Brawny towel and use a made-over Brawny man to promote the product.</p>

http://accesswdun.com/article/2003/11/182810