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Den-Mat Rembrandt bleaching system/toothpaste health, safety claims supported -- NAD.

This article was originally published in The Rose Sheet

Executive Summary

REMBRANDT BLEACHING SYSTEM HEALTH/SAFETY AD, PACKAGING CLAIMS SUPPORTED by study data produced by toothpaste manufacturer Den-Mat, the National Advertising Division of the Council of Better Business Bureaus concluded in a Nov. 18 NAD case report. The industry watchdog group also upheld Den-Mat's use of "before and after" depictions on packaging with a qualifying statement. However, NAD urged Den-Mat in future advertising to modify its use of a bar chart comparing typical whitening toothpastes with Rembrandt products to "more accurately describe and depict the whitening ability of typical whitening toothpastes." Den-Mat introduced the two-in-one toothpaste/bleaching gel with peroxide and fluoride in September 1996.
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