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Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC

This article was originally published in The Rose Sheet

Executive Summary

Colgate says it has reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips offerings, following the National Advertising Division’s 2012 recommendation to cease related claims. NAD maintains its position, referring the firm to the Federal Trade Commission for possible enforcement action.

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