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.