In separate assessments, US industry self-regulation group says SmileDirectClub and UK advertising regulator finds HiSmile didn’t have adequate supporting evidence for claims about speed of teeth whitening.

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.”

Presenting at the Independent Beauty Association’s Cosmetic Technical/Regulatory Forum, Product Integrity Laboratory’s Howard Baker dug into the less-discussed aspects of green packaging that “could damage your brand’s reputation, cause regulatory and legal problems, and severely harm the economics of your business.”