Colgate Stretches Enamel Strengthening Toothpaste Claim's Reliability

Colgate supports claims that Colgate Enamel Health Mineral Repair could strengthen weakened enamel “4x better by replenishing it with vital minerals” with in situ and laboratory data, but it goes too far with an image implying it protects teeth from breaking, ad monitoring group says.

An image of a woman pulling with both hands on gauze clenched in her teeth stretches the reliability of a claim for Colgate-Palmolive Co.'s Colgate Enamel Health Mineral Repair toothpaste, according to the National Advertising Division.

Although the New York-based firm supported a claim that the product strengthens weakened enamel, it will discontinue using the image...