Colgate Optic White Comparison To P&G Whitestrips Unsupported – NAD
This article was originally published in The Rose Sheet
Executive Summary
The National Advertising Division rules that Colgate provided “insufficiently reliable” evidence to support the claim “Same Whitening Ingredient As Strips” on packaging for its Optic White toothpaste, as such language suggests the different delivery systems are comparably effective. Procter & Gamble challenged the firm’s ads in defense of its Crest 3D White whitestrips.
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