SmithKline seeks NARB review of Aquafresh Whitening/Rembrandt parity claims.
This article was originally published in The Rose Sheet
Executive Summary
SMITHKLINE REQUESTS NARB REVIEW OF AQUAFRESH WHITENING/REMBRANDT PARITY CLAIMS following a decision by the Council of Better Business Bureau's National Advertising Division that stain removal claims comparing SmithKline Beecham's Aquafresh Whitening toothpaste with Den-Mat's Rembrandt toothpaste are not substantiated and should be modified to limit their meaning. SmithKline has appealed the NAD decision and requested a review by the National Advertising Review Board, asserting that NAD's findings are "based on...erroneous conclusions." The 30- and 15-second Aquafresh Whitening ads under review were brought to NAD's attention by Den-Mat.