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Colgate Max White 'Much Whiter' Claim In UK Blurs 'Instant' Of Effect

This article was originally published in The Tan Sheet

Executive Summary

Colgate-Palmolive UK is advised to discontinue a “much whiter” claim for Colgate Max White One Optic toothpaste, but three other claims it made were substantiated, the UK Advertising Standards Authority says. The complaints were submitted by Crest oral care product marketer Procter & Gamble UK.



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