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

UsernamePublicRestriction
UsernamePublicRestriction

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."
Advertisement
Advertisement
UsernamePublicRestriction

Register

RS004856

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

Cancel