ACT Dry Mouth Claims Get Parched In Industry Self-Regulation Review
This article was originally published in The Rose Sheet
Sanofi and GSK appeal Council of Better Business Bureaus investigative arm's recommendations from review of ACT Dry Mouth ad claims. GSK disagrees that Sanofi's could continue using a claim of "moisturizes dry mouth" and Sanofi disagrees that it did not substantiate claims that established ACT Dry Mouth, marketed with cavity prevention claims, as providing benefits similar to GSK's Biodene, which has pre-market approval for an indication of lubricating and coating the interior of the mouth and gums with moisture.
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