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This article was originally published in The Tan Sheet

Executive Summary

New print ads for Rembrandt Whitening Toothpaste claim the product "is significantly more effective than Regular Crest in removing stain and plaque and reducing tartar." TV ads, running April 18 through May 8, make a similar claim. Previous ads claimed superiority over "the leading brand" of toothpaste, referring to Procter & Gamble's Tartar Control Crest. The change in the Rembrandt ads follows a recent decision by the National Advertising Review Board that the comparison to Tartar Control Crest should be discontinued ("The Tan Sheet" April 11, p. 16)

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