Colgate Should Ax Superiority Claims, Ad Regulator Says

Law360, New York (September 14, 2012, 2:06 PM EDT) -- A National Advertising Review Board panel has recommended that Colgate-Palmolive Co. stop claiming its Sensitive Pro-Relief toothpaste provides “faster” or “better” relief than competitors, saying the claim misleads consumers, the advertising industry regulator announced Thursday.

The National Advertising Review Board, which is the appellate unit of the industry’s self-regulatory system, issued its recommendation following a challenge from rival GlaxoSmithKline PLC, which argued Colgate’s television, packaging, print and website advertising for its toothpaste misled consumers with claims of superiority.

Specifically, GlaxoSmithKline, which makes the competing toothpaste Sensodyne,...
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