Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC
This article was originally published in The Rose Sheet
Colgate says it has reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips offerings, following the National Advertising Division’s 2012 recommendation to cease related claims. NAD maintains its position, referring the firm to the Federal Trade Commission for possible enforcement action.
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NAD says Colgate provided “insufficiently reliable” evidence to support the claim “Same Whitening Ingredient As Strips” on packaging for Optic White toothpaste. But, the Council of Better Business Bureaus division finds Colgate supported a claim that Optic White “removes stains that non-whitening fluoride toothpastes do not.”
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