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Den-Mat NAD decision

This article was originally published in The Tan Sheet

Executive Summary

Discus Dental advised to limit, modify claims for Zoom! Chairside Whitening System, National Advertising Division says Feb. 25. The Council of Better Business Bureaus division finds that while Discus Dental's parity claim for Zoom! is substantiated against rival professional whitening program BriteSmile System, Zoom!'s parity with challenger Den-Mat's Rembrandt One-Hour Whitening Program is not substantiated by available evidence. Discus Dental disagrees with NAD's ruling but says it will take group's concerns into account in developing future advertising...
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