Recently, according to report, male grooming brand Dr. Squatch has voluntarily discontinued select affiliate posts on TikTok Shop following an inquiry by the National Advertising Division (NAD), sparked by a complaint from consumer goods giant Procter & Gamble (P\&G).
The investigation centered on affiliate content where influencers promoted Dr. Squatch products in exchange for commissions through TikTok Shop links. Although the posts disclosed commission arrangements, NAD flagged the brand’s practice of offering influencers additional affiliate rewards—benefits that extended beyond standard commissions—as a potential issue.
NAD recommended that Dr. Squatch ensure its paid affiliates clearly disclose all material connections in social media promotions, aligning with the FTC’s guidelines on endorsements and testimonials. In response, Dr. Squatch permanently discontinued the advertising in question and has taken steps to improve compliance.
“During the inquiry, NAD noted that Dr. Squatch voluntarily and permanently discontinued the subject advertising and has taken steps to ensure that the posts at issue comply with the FTC Guides,” the organization said in a statement. As a result, NAD did not further assess the claims on their merits, treating them as if they were formally recommended for discontinuation.
The move comes as Dr. Squatch prepares to join the Unilever portfolio. The British consumer goods giant announced in June its agreement to acquire the brand from Summit Partners. While financial terms were not disclosed, it is reported the deal is valued at approximately $1.5 billion.
