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Colgate’s Second NAD Swing To Support Optic White Claim Lands At FTC

 
• By Ryan Nelson

Colgate says it has reformulated Colgate Optic White toothpaste and has new research supporting the product’s intrinsic whitening power and superiority to certain Crest Whitestrips offerings, following the National Advertising Division’s 2012 recommendation to cease related claims. NAD maintains its position, referring the firm to the Federal Trade Commission for possible enforcement action.

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.

In a second NAD review stemming from a challenge by Crest Whitestrips maker Procter & Gamble Co

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