Arm & Hammer Dental Care gum plaque claim substantiated, NAD concludes.
This article was originally published in The Rose Sheet
Executive Summary
ARM & HAMMER DENTAL CARE GUM PLAQUE CLAIM SUBSTANTIATED, the National Advertising Division of the Council of Better Business Bureaus concludes in a Feb. 5 case report. The plaque claim was made in TV advertising for the Church & Dwight product in test markets. The product is scheduled to enter national distribution the week of Feb. 16. Based on results of two clinical studies, NAD states, "the advertiser has presented a reasonable basis for its claim regarding plaque reduction." RJR Nabisco, the marketer of Care-Free gum, challenged the claim.