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Colgate rapped over 'superior' claim
The Advertising Standards Authority has upheld a complaint against claims made in advertisements for Colgate's whitening toothpaste.
GlaxoSmithKline, which produces rival brands such as Aquafresh and Macleans, challenged Colgate's claim that its new toothpaste offered "superior whitening" to all other brands on the market.
The ASA said that Colgate's tests were insufficient because two thirds had been on cow teeth and the results were also out of date.
Colgate argued that it had not intended to make a direct comparison with similar products but were referring to the high quality of the toothpaste. Colgate produced results of the three tests, which demonstrated that its product was the best performer. It claimed that the tests represented almost the entire market share in 1997. However, by the time of the ad, the tests represented just over three-quarters of the market share.
The ASA decided that Colgate's claims were not proven and Colgate has not used the same claim since.
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