NAD Finds Certain Claims for Optic White Renewal Toothpaste Supported; Colgate to Appeal Recommendation to Discontinue Quantified Stain Removal Claim

NAD Finds Certain Claims for Optic White Renewal Toothpaste Supported; Colgate to Appeal Recommendation to Discontinue Quantified Stain Removal Claim
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NEW YORK, March 11, 2021 /PRNewswire/ -- The National Advertising Division (NAD) of BBB National Programs determined that Colgate-Palmolive Company supported advertising claims that its Optic White Renewal Toothpaste has "unprecedented whitening power," "contains 3% hydrogen peroxide," and has "the most hydrogen peroxide in a whitening toothpaste." However, NAD recommended that Colgate discontinue the claim that its product "removes 10 years of yellow stains." Colgate will appeal that recommendation.
The claims at issue, which appeared on websites, television advertising, and product packaging, were challenged by the Procter and Gamble Company (P&G), a competing manufacturer of toothpaste.

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