DEN-MAT AGREES TO MODIFY REMBRANDT PLAQUE, TARTAR SUPERIORITY CLAIM
This article was originally published in The Tan Sheet
Executive Summary
DEN-MAT AGREES TO MODIFY REMBRANDT PLAQUE, TARTAR SUPERIORITY CLAIM in future advertising for the toothpaste following a review by the National Advertising Division of the Council of Better Business Bureaus (NAD). In a Dec. 29 announcement, NAD said that it recommended the removal of the ad claim: "Clinical tests proved Rembrandt cleaned teeth and removed plaque and tartar better than the leading brand" because only one of the two studies on which it was based was applicable.