The National Advertising Division (NAD) of the Council of Better Business Bureaus is recommending that Colgate-Palmolive discontinue certain marketing claims for its Optic White toothpaste, including “Same Whitening Ingredient as Strips.”
The disputed phrase appeared in print and Internet advertising, in a television commercial, and on product packaging and in-store displays.
The claims at issue were challenged before NAD by Procter & Gamble (P&G), which makes Crest 3D Whitestrips
