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Sensodyne Whitening Claims Receive Dim Review From UK Regulator

This article was originally published in The Rose Sheet

Executive Summary

Advertising Standards Authority reviewed claims GSK's GlaxoSmithKline Consumer Healthcare Trading Ltd. made online for Sensodyne True White after a Colgate-Palmolive Co. subsidiary argued that the toothpaste’s whitening effect was no greater than standard non-whitening toothpastes and challenged whether the claims that it was effective at whitening teeth were misleading.


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