Scrip is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


SmithKline seeks NARB review of Aquafresh Whitening/Rembrandt parity claims.

This article was originally published in The Rose Sheet

Executive Summary

SMITHKLINE REQUESTS NARB REVIEW OF AQUAFRESH WHITENING/REMBRANDT PARITY CLAIMS following a decision by the Council of Better Business Bureau's National Advertising Division that stain removal claims comparing SmithKline Beecham's Aquafresh Whitening toothpaste with Den-Mat's Rembrandt toothpaste are not substantiated and should be modified to limit their meaning. SmithKline has appealed the NAD decision and requested a review by the National Advertising Review Board, asserting that NAD's findings are "based on...erroneous conclusions." The 30- and 15-second Aquafresh Whitening ads under review were brought to NAD's attention by Den-Mat.



Ask The Analyst

Please Note: Click here for more information on the Ask the Analyst service.

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts