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Agency says brand should discontinue select claims specific to comparison with Crest strips.
August 4, 2022
By: Christine Esposito
Editor-in-Chief
The National Advertising Division (NAD) of BBB National Programs recommended that SmileDirectClub, LLC (SDC) discontinue claims that its Fast-Dissolving Whitening Strips: • Get teeth “2X whiter than Crest Classic White Whitestrips” • Whiten teeth “2X faster than Crest Classic White Whitestrips” These claims were challenged by Proctor & Gamble Company, maker of a variety of Crest Whitestrips products. In support of its “2X Whiter” claim, SDC relied on the results of a consumer use st...
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