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Colgate Max White 'Instant' Benefit Claims Not Exaggerated Overall – ASA

 
• By Malcolm Spicer and Ryan Nelson

A Colgate-Palmolive clinical study for Max White One Optic toothpaste adequately supports its "instantly whiter" advertising in the UK, but results were not so pronounced as to justify a "much whiter" claim, according to the Advertising Standards Authority. Procter & Gamble UK was the challenger in the case.

The UK's Advertising Standards Authority upheld a complaint about the Colgate-Palmolive Company's "much whiter" online claim for Colgate Max White One Optic toothpaste, but rejected three other challenges by competitor Procter & Gamble UK in a ruling published June 15.

The independent regulator examined market research and clinical study results submitted by Colgate in defense of an August 2014 ad for the product that appeared on the brand's UK website, considering whether claims deceptively

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More from Regulation

More from Policy & Regulation

Stakeholders Hope US FDA’s Proposed Animal Test Phase-Out For Drugs Will Extend To OTCs, Cosmetics

 
• By Eileen Francis and Lauren Nardella

The US Food and Drug Administration has released a roadmap to adopt new approach methodologies in lieu of animal testing for monoclonal antibody therapies and other drugs, which may include OTC drugs though the proposal does not specifically include cosmetics.

Little Industry Opposition To FDA Plan To Remove Synthetic Dyes, Or Agreement They’re Unsafe

 
• By Malcolm Spicer

Dyes and colors which FDA says industries agree should no longer be used aren’t unsafe and are currently used only with the agency’s approval, industry stakeholders say. Center for Science in the Public Interest says the dyes are used “in tens of thousands of foods and beverages that are commonly consumed here in the United States.”

US FDA Finds Banned Cosmetic Ingredient Methylene Chloride In Gel Polish Removers

 
• By Lauren Nardella

Testing conducted by the US Food and Drug Administration has found several cosmetic products on the market that contain high levels of methylene chloride, a banned ingredient.