Sensodyne Whitening Claims Receive Dim Review From UK Regulator
Executive Summary
Advertising Standards Authority reviewed claims GSK's GlaxoSmithKline Consumer Healthcare Trading Ltd. made online for Sensodyne True White after a Colgate-Palmolive Co. subsidiary argued that the toothpaste’s whitening effect was no greater than standard non-whitening toothpastes and challenged whether the claims that it was effective at whitening teeth were misleading.