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Tom's Of Maine Ingredients' Efficacy Weighed Against 'Natural' Claim In NAD Review

Executive Summary

Tom's of Maine's Naturally Dry Antiperspirant complies with FDA requirement that antiperspirants contain an aluminum salt-based active ingredient, but NAD says “naturally dry” misleads by implying that natural ingredients are responsible for product’s effectiveness. Brand owner Colgate also says an earlier class action settlement of "identical" ad claims precludes a NAD review.

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