Colgate Toothpaste Ads Have Some Cavities, Watchdog Says

Law360, New York (April 10, 2012, 5:05 PM EDT) -- An advertising industry self-regulator on Tuesday chided Colgate-Palmolive Co. over alleged misleading marketing claims for a brand of toothpaste for sensitive teeth, recommending the company modify or discontinue statements declaring the product works faster to relieve pain than a rival brand.

Reviewing a challenge from GlaxoSmithKline PLC, the National Advertising Division of the Council of Better Business Bureaus found that Colgate cannot back up its claims that its Sensitive Pro-Relief Toothpaste is quicker to provide pain relief and is “clinically proven better” than GSK's Sensodyne brand....
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