Den-Mat altering Rembrandt toothpaste "two shades whiter" and other ad claims.
This article was originally published in The Tan Sheet
Executive Summary
DEN-MAT ALTERING REMBRANDT TOOTHPASTE "TWO SHADES WHITER" AD CLAIM to explain the basis of the statement, following a review by the National Advertising Division of the Council of Better Business Bureaus, NAD announced July 17. Den-Mat said that it is "willing to abide by NAD's recommendation to modify the claim" by explaining the claim's basis and updating a survey of dental hygienists cited as support for the claim, which appeared in free-standing insert and cable TV ads.