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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...

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More from Regulation

FDA’s FY 2026 Budget Request Lacks New Policy Proposals

 
• By Sue Sutter

The White House requested $6.8bn for the FDA, down 3.9% from the current funding level, but does not propose any legislative changes. In previous years, the agency used the budget process to seek statutory fixes specific to generic drugs and shortages.

Animal Studies Would Not Provide ‘Meaningful Insights’ Into UV Filter Safety - Study

 
• By Lauren Nardella

A new study on the safety of sunscreen filters relies on an alternative assessment methodology and concludes that six sunscreen UV filters are unlikely to be carcinogenic.

EU’s Small, Medium Beauty Industry Pushing For Clarity In Revised CPR

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US FDA Expert Panel Paints Bleak Picture For Future Of Talc In Cosmetics

 
• By Eileen Francis

The US FDA’s 20 May expert panel on talc discussed science behind the potential carcinogenicity of the cosmetic, food and drug ingredient, the importance of ‘good science’ in evaluating the substance and the need to find alternatives in each industry.

More from Policy & Regulation

IBA Interactive Policy Map Is Call To Action As Cosmetics Industry Braces For Myriad Of State Bills

 
• By Eileen Francis

The Independent Beauty Association has launched an interactive Policy Map tracking state and federal bills and filtering by state or topic, pinpointing bills of great priority.

Animal Studies Would Not Provide ‘Meaningful Insights’ Into UV Filter Safety - Study

 
• By Lauren Nardella

A new study on the safety of sunscreen filters relies on an alternative assessment methodology and concludes that six sunscreen UV filters are unlikely to be carcinogenic.

Cosmetics Industry: Push Congress To Apply Pressure On MoCRA – Attorney

 
• By Eileen Francis

The US cosmetics industry, particularly small- and medium-sized businesses, should reach out to their representatives in Congress to encourage pressure on the US Food and Drug Administration to implement cosmetics reform, despite agency staff cuts.