Colgate Slams Industry Self-Regulation Review But Agrees To Pull Optic White Stain Removal Claim
BBB National Programs’ appeals panel decision “includes factual and substantive inaccuracies, is not in accordance with NARB procedures, and misstates Colgate’s positions and arguments,” Colgate says. Panel upheld findings agreeing with P&G’s challenge of “removes 10 years of yellow stains” claim.
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Colgate Optic White toothpaste users have been paying a premium for “false hope,” according to a consumer lawsuit seeking class certification in California federal court.
The National Advertising Division agreed with challenger P&G that Colgate’s evidence for Optic White Renewal Toothpaste was problematic, making its yellow stains claim potentially misleading as to the results consumers can reasonably expect.
Colgate substantiates claims in TV and online ads for Colgate Max White Expert White toothpaste and Max White toothbrush with clinical and consumer perception studies showing the products could make teeth “3 shades whiter” in five days.