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NAD tooth whitening decision

This article was originally published in The Rose Sheet

Executive Summary

Dental White Corp. will voluntarily discontinue ad claims for its Forever White New & Improved In-Office Tooth Whitening System, including "whitens up to 10 shades in just 30 minutes," "no gingival protection required" and "quicker, deeper penetration into your teeth," CBBB's National Advertising Division says July 9. Council for Better Business Bureau unit recommended suspension of the claims because "the advertiser failed to provide a reasonable basis" for them. Rembrandt marketer Den-Mat brought the challenge to NAD...
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