Aquafresh to alter ad claim

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TV advertising for Aquafresh Whitening Toothpaste should be modified, a National Advertising Review Board panel said, to more clearly distinguish claims of superiority over Procter & Gamble Co.'s Crest from claims of parity with Den-Mat Corp.'s Rembrandt Whitening Toothpaste. The panel also asked the Council of Better Business Bureaus' National Advertising Division to reexamine an earlier decision recommending that Aquafresh claims of parity with Rembrandt be qualified. SmithKline Beecham Consumer Healthcare, marketer of Aquafresh, said it would comply with the NARB recommendation.

Copyright November 1997, Crain Communications Inc.

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