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

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.