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Rembrandt Dazzling White health/safety claims supported -- NAD.

This article was originally published in The Tan Sheet

Executive Summary

REMBRANDT BLEACHING SYSTEM HEALTH/SAFETY CLAIMS SUPPORTED by study data produced by Den-Mat, the National Advertising Division of the Council of Better Business Bureaus concludes in a Nov. 18 NAD case report. NAD upheld Den-Mat's use of "before and after" depictions with a qualifying statement. However, the watchdog group urges Den-Mat in future advertising to modify its use of a bar chart comparing typical whitening toothpastes in general with Rembrandt products to "more accurately describe and depict the whitening ability of typical whitening toothpastes." Den-Mat introduced the two-in-one toothpaste/bleaching gel with peroxide and fluoride in September 1996 ("The Tan Sheet" Sept. 23, 1996, p. 18).
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