Colgate-Palmolive plans to appeal a decision by the Better Business Bureau's (BBB) National Advertising Division (NAD) recommending that it discontinue the claim that Optic White Renewal toothpaste "removes 10 years of yellow stains."
The claim has appeared on websites, in television advertising, and on product packaging. It was one of various claims challenged by Procter & Gamble (P&G), a competing manufacturer of toothpaste, according to BBB National Programs.
The NAD did find support for other claims regarding Optic White Renewal toothpaste, including that the product has "unprecedented whitening power," "contains 3% hydrogen peroxide," and has "the most hydrogen peroxide in a whitening toothpaste."
BBB National Programs is a nonprofit organization intended to create a fairer playing field for businesses and a better experience for consumers through the development and delivery of third-party accountability and dispute resolution programs.
