Den-Mat
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)
You may also be interested in...
Supplement GMP Warning Letters Make Modest Debut In 2010
Finalization of a settlement between the Federal Trade Commission and Rexall Sundown regarding unsupported cellulite treatment claims for the firm's Cellasene dietary supplement hinges upon approval of two related class action settlements pending in California and Florida, according to FTC
In Brief
Combe sells most of its OTC brands
People In Brief
Perrigo promotes in pricing, planning