Colgate-Palmolive Co. declined to modify whitening claims for its Colgate Optic White toothpaste after a second attempt to convince the National Advertising Division that research substantiates the claims, prompting NAD to refer its review to the Federal Trade Commission.
Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC
Colgate says it reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips, following NAD’s 2012 recommendation to cease related claims. But NAD maintains its position, referring the firm to FTC for possible enforcement action.
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