Colgate Max White 'Instant' Benefit Claims Not Exaggerated Overall – ASA
This article was originally published in The Rose Sheet
Executive Summary
A Colgate-Palmolive clinical study for Max White One Optic toothpaste adequately supports its "instantly whiter" advertising in the UK, but results were not so pronounced as to justify a "much whiter" claim, according to the Advertising Standards Authority. Procter & Gamble UK was the challenger in the case.
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