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Den-Mat modifying Rembrandt toothpaste "two shades whiter" claim -- NAD report.

This article was originally published in The Rose Sheet

Executive Summary

DEN-MAT MODIFYING REMBRANDT TOOTHPASTE "TWO SHADES WHITER" AD CLAIM to explain the basis of the statement following a review by the National Advertising Division of the Council of Better Business Bureaus, NAD announced July 17. Den-Mat said it is "willing to abide by NAD's recommendation to modify the claim" by explaining its basis and updating the survey of dental hygienists cited as support for the claim in the ad. The claim appears in free-standing inserts and cable TV ads.
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