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July 2, 2018
By: TOM BRANNA
Editor
The National Advertising Division of the Better Business Bureau has recommended that Colgate-Palmolive Company discontinue claims that Ajax Ultra Dish Liquid provides “100% Grease Removal.” NAD found, though, the company could support the claim that Ajax Ultra Dish Liquid contains “100% Real Citrus Extract, and NAD declined, in the absence of extrinsic evidence that consumers have been confused or misled, to recommend that Colgate change the product’s name. The claims at issue in this case ...
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