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SmithKline Aquafresh Whitening parity/superiority claims to be clarified -- NARB ruling.

This article was originally published in The Rose Sheet

Executive Summary

SMITHKLINE AQUAFRESH WHITENING PARITY/SUPERIORITY CLAIMS TO BE CLARIFIED following a review by the National Advertising Review Board of SmithKline Beecham's television ads, according to a NARB Panel Report published Nov. 12. NARB concludes that the proximity of parity claims in ads comparing Aquafresh Whitening and Den-Mat's Rembrandt Whitening to Procter & Gamble's Crest results in an implied superiority claim of Aquafresh over Rembrandt. The claims in question that appeared in the ad are: "Not even Rembrandt can whiten better than Aquafresh Whitening"; "Even Rembrandt can't beat Aquafresh Whitening" and "In fact it's clinically proven to whiten better than Crest."



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