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Nappy discomfort rages for P&G

Procter & Gamble Co. is scrambling to put out an internet wildfire over the safety of its new Pampers nappies, a crucial brand that accounts for around 11 percent of the company’s revenue.

Some mothers who blame the reengineered nappies for causing rashes, even "chemical burns", have started a Facebook page to detail their claims and press P&G to reverse course. The claims quickly gained traction, leading this month to a lawsuit and inquiries by product-safety regulators in the US and Canada.

The company says sales haven’t been affected by the issue. But the bad publicity is putting the US-based company in the uncomfortable position of having to publicly blame or discredit its own customers.