TV ad claims comparing SmithKline Beecham Corp.'s Aquafresh Whitening Toothpaste to Den-Mat Corp.'s Rembrandt toothpaste and Procter & Gamble Co.'s Crest should be modified, the National Advertising Division of the Council of Better Business Bureaus said after a review. SmithKline disputed the NAD findings, however, and appealed to the National Advertising Review Board. Grey Advertising, New York, created the Aquafresh ads. Den-Mat had challenged the ads as deceptive. NAD said SmithKline should limit certain parity performance claims and discontinue the claim that Aquafresh Whitening "helps get teeth their whitest."
Copyright June 1997, Crain Communications Inc.