Over time, colors and stains from food and beverages build up in the enamel, so whitening toothpastes work to lift away stains without causing any damage to the structure of the tooth.
Continuing our series on the FTC's Notice of Penalty Offenses Concerning Endorsements, this post considers the FTC's statement that it is unlawful under Section 5 of the FTC Act.
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.