By Amy Antenora, Editor

The three-year debate over ‘universal’ coolants continues. The question of whether Honeywell Consumer Products Group (CPG) has the right to claim its Prestone Extended Life Antifreeze/Coolant is universally compatible has now been referred to the Federal Trade Commission (FTC).

The case, which originates from a challenge filed by The Valvoline Co. back in 2003 (for more background, click here), addresses Honeywell’s claims that its product was universally compatible.

In March of this year, the BBB’s National Advertising Division (NAD) issued a recommendation that Honeywell CPG discontinue advertising that suggests its Prestone Extended Life Antifreeze/Coolant can be used in all makes and models of automobiles and light trucks and is compatible with all other antifreeze products. Honeywell responded to this recommendation by issuing a statement that said it “strongly disagreed” with NAD’s decision and would appeal the case to the Better Business Bureau’s (BBB) National Advertising Review Board (NARB). (For more background, click here.)

Now, after reviewing the case, the NARB has upheld the NAD’s recommendations and again, Honeywell has said it will not back down.

In a letter to the FTC’s Division of Advertising Practices, the NARB letter stated it “found that the ‘meets manufacturer specifications’ message [on Prestone packaging] has not been substantiated” and determined that “Honeywell had not provided a reasonable basis in support of this message.” (To view the letter click here.)

The NARB gave Honeywell an additional 10 days to reconsider its position, but the company declined to do so. Consequently, the NARB has now referred the matter to the FTC and has requested a formal review by the commission. (Editor’s Note: Honeywell did not respond to requests for comment.)