Den-Mat's Rembrandt Accused of Misleading Claims

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CINCINNATI ( -- The National Advertising Division of the Council of Better Business Bureaus has recommended that Den-Mat Corp. modify its ads for Rembrandt Plus toothpaste following a complaint by rival Church & Dwight Co.

Church & Dwight, maker of Arm & Hammer toothpaste, complained that Rembrandt's ads claim its teeth-whitening formula, resulting in making teeth "five shades" whiter, don't point out the results take six months of daily use to accomplish.

Church & Dwight also argued the statement "noticeably whiter [teeth] after using Rembrandt Plus for 4 weeks" implied that the five-shade whitening procedure could be achieved after only four weeks.

In a statement to NAD, Den-Mat said it disagreed the claims should be modified but that it would take the recommendation into account in future ads.

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