Colgate Should Ax Whitening Toothpaste Claim, Watchdog Says

Law360, Chicago (August 14, 2012, 3:54 PM EDT) -- Responding to a challenge by Procter & Gamble Co., an advertising industry self-regulation group said Tuesday that Colgate-Palmolive Co. should stop claiming that its Optic White toothpaste contains the same whitening ingredient as strip products because that description is unsupported by evidence.

The National Advertising Division, which is administered by the Council of Better Business Bureaus and bills itself as the investigative unit of the advertising industry's self-regulatory system, also found that Colgate provided adequate support for the more narrow claim that its product contains 1...
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