Class Claims Dial Soap Ads Are Deceptive


     EAST ST. LOUIS, Ill. (CN) - A federal class action claims Dial Corp. defrauds consumers about its Dial Complete soap by falsely claiming that it "'kills 99.99% of germs', is the '#1 Doctor Recommended' brand of antibacterial liquid hand wash and 'kills more germs than any other liquid hand soap'".
     The complaint states: "Through its extensive and comprehensive nationwide marketing campaign, defendant claims that Dial Complete 'kills 99.99% of germs', is the '#1 Doctor Recommended' brand of antibacterial liquid hand wash and 'kills more germs than any other liquid hand soap', when in actuality, it does not, a fact which Dial knew and purposely misrepresented and failed to disclose to consumers. To this day, Dial has taken no meaningful steps to clear up consumer misconceptions regarding its product."
     Named plaintiff David Walls claims there are no reliable studies that show Dial Complete lives up to these claims.
     The class wants Dial enjoined from continuing its deceptive advertising, disgorgement and damages for consumer fraud and deceptive business practices. The class is represented by Eric Holland with Holland Groves Schneller in St. Louis.