Colgate-Palmolive Co. cannot support the claim “Same Whitening Ingredient As Strips” on packaging for Colgate Optic White Toothpaste and should discontinue use of the claim, the National Advertising Division said in an Aug. 14 report.
Colgate Optic White Comparison To P&G Whitestrips Off Target – NAD
NAD says Colgate provided “insufficiently reliable” evidence to support the claim “Same Whitening Ingredient As Strips” on packaging for Optic White toothpaste. But, the Council of Better Business Bureaus division finds Colgate supported a claim that Optic White “removes stains that non-whitening fluoride toothpastes do not.”