P&G Prevails In NAD Case Versus Philips’ Sonic Toothbrush Claims
This article was originally published in The Rose Sheet
Executive Summary
The National Advertising Division recommends that Philips Oral Healthcare discontinue a handful of claims for Sonicare FlexCare and FlexCare+, including statements suggesting that its power toothbrushes outperform Procter & Gamble’s Oral-B Triumph 9000.
You may also be interested in...
Spinbrush ‘Clean’ Comparative Claim Doesn't Stop At Whitening – Wrongly Suggests Plaque Removal
Church & Dwight agrees to discontinue claiming its Arm & Hammer Spinbrush electric toothbrush removes plaque as well as Oral-B Pro 1000. The American Dental Association and FDA have noted or suggested that "cleaning" teeth refers to plaque removal, an industry self-regulation group says.
Clash Of The Power Toothbrush Titans: P&G Challenges Philips' Sonicare Claims, Both Firms Appeal NAD Decision
Following its review of the two firms' latest clash over power brush claims, Council of Better Business Bureau's investigative division says Philips and P&G are appealing its recommendations within the industry self-regulation process.The recommendations were from a review conducted on the second challenge P&G made in a year on Philips' ads comparing the two firms' product.
J&J Claims REACH Brush Both “Whitens And Removes Stains”; NAD Objects
Ads for Johnson & Johnson's REACH Total Care + Whitening Toothbrush should be modified so they do not suggest the products whiten teeth both through stain removal and through bleaching, says the National Advertising Division.