NARB Upholds NAD Recommendations For Colgate Sensitive Ads

24 Sep 2012

The Council of Better Business Bureaus appeals board agrees that testing does not support claims that Colgate Sensitive Pro-Relief is “faster” and “better” than GlaxoSmithKline's Sensodyne. Colgate argued its studies were sufficient, having incorporated industry-standard methodology accepted by FDA and the ADA.

The National Advertising Review Board upholds recommendations by its investigative unit that Colgate-Palmolive discontinue certain superiority claims for Colgate Sensitive Pro-Relief toothpaste.

In a decision released Sept. 17, NARB upheld the National Advertising Division’s opinion that claims that Pro-Relief is “faster” and...