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Colgate Slams Industry Self-Regulation Review But Agrees To Pull Optic White Stain Removal Claim

 
• By Malcolm Spicer

BBB National Programs’ appeals panel decision “includes factual and substantive inaccuracies, is not in accordance with NARB procedures, and misstates Colgate’s positions and arguments,” Colgate says. Panel upheld findings agreeing with P&G’s challenge of “removes 10 years of yellow stains” claim.

• Source: Alamy

BBB National Programs Inc. probably hasn’t seen the last of advertising claim disputes in the oral care category between Colgate-Palmolive Co. and Procter & Gamble Co. And as far as Colgate is concerned, the industry self-regulation group shouldn’t consider the firms’ latest dispute settled.

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