GSK’s Aquafresh claims hold water – NAD
This article was originally published in The Tan Sheet
GlaxoSmithKline Consumer Healthcare's advertising claims regarding Aquafresh Advanced Toothpaste are supported, the National Advertising Division of the Council of Better Business Bureaus announces Jan. 14. NAD reviewed evidence, including a peer-review study conducted by a GSK scientist and found the claims including, "Don't just clean, strengthen," are substantiated. However, NAD recommended the claim that "Aquafresh Advanced was shown to strengthen challenged enamel by 25 percent over regular Aquafresh," be stated in a more clear and prominent way to ensure consumers understand the claim compares the product to regular Aquafresh...
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