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Finds P&G brand provided "reasonable basis" for some but needs to modify others in case brought by SmileDirectClub LLC.
June 8, 2021
By: Christine Esposito
Editor-in-Chief
The National Advertising Division (NAD) of BBB National Programs determined that The Procter & Gamble Company (P&G) provided a reasonable basis for claims that its Crest Whitening Emulsions provide “better” or “100% whiter” results and that it “whitens better” than P&G’s own ARC Pen, but recommended that P&G modify its advertising to clearly and conspicuously disclose that the object of its comparative claims is the ARC Pen. NAD also found that P&G provided a reasonable ...
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