HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By



This article was originally published in The Rose Sheet

Executive Summary

Ongoing print campaign for Rembrandt Whitening Toothpaste claims that it "is significantly more effective than Regular Crest in removing stain and plaque and reducing tartar." TV ads, running April 18 through May 8, make a similar claim. Previous ads claimed superiority over "the leading brand" of toothpaste, which referred to P&G's Tartar Control Crest. The National Advertising Review Board (NARB) recently upheld a recommendation of the National Advertising Division of the Council of Better Business Bureaus (NAD) that the comparison to Tartar Control Crest be discontinued ("The Rose Sheet" April 11, p. 7). Den-Mat names another of its competitors in print and TV ads for Rembrandt Mouth Refreshing Rinse, which claim that the product "rights some germs even better than Listerine." Print ads are running now, and TV ads will air May 2 through May 8

You may also be interested in...

OCA Applauds Organic Board's Recommendation To USDA: "Outlaw Nanotech"

With a push from the Organic Consumers Association, the National Organic Standards Board is recommending that the use of nanotechnology be strictly prohibited from products certified under the National Organic Program

Beauty Claims Inch Closer To Pharma As Cosmeceutical Sector Expands

Though global market-size estimates differ, analysts at SupplySide West 2010 in Las Vegas agreed that cosmeceuticals remain a promising growth vehicle

NAD Sides With Gillette Over Energizer In Case Examining Schick Razor Ad

The National Advertising Division concludes that by claiming the Schick Intuition Plus razor "lathers, shaves and moisturizes in one easy step," Energizer Personal Care is implying a long-term post-shave benefit comparable to that awarded by leave-on moisturizer, which is not supported by the company's evidence




Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts