<em>Colgate Max White</em> 'Instant' Benefit Claims Not Exaggerated Overall

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.

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...