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.
New Published Study Finds an Innovative Toothpaste May Be the First To Show Significant Improvements In Patients Suffering From Gum Disease affecting 65 Million Americans
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As Scientists Link COVID-19 to Gum Disease, the Study Shows LivFresh Toothpaste Significantly Reduces Gum Bleeding, Gum Inflammation, and Gum Pocket Depths in Patients with Periodontitis, the Most Severe Form of Gum Disease
LivFresh represents a groundbreaking therapy in the treatment of periodontal disease. This is the first double-blind clinical study for a toothpaste to report significant reductions in gingival bleeding and pocket depths,” said Dr. Petra Wilder-Smith, a leading US expert in the study oral medicine.
The objective of the study was to increase awareness among pharmacists about products for which unfounded claims have been made regarding prevention of severe acute respiratory syndrome coronavirus 2 (SARS-COV-2) infections.