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SmithKline Aquafresh Sensitive mechanism of action claims substantiated, NAD concludes.

Executive Summary

SMITHKLINE AQUAFRESH SENSITIVE MECHANISM OF ACTION CLAIM SUBSTANTIATED, NAD concluded in a review of SmithKline Beecham Consumer Healthcare ads for Aquafresh Sensitive toothpaste. The National Advertising Division of the Council of Better Business Bureaus determined that SmithKline Beecham has "a reasonable basis to make the claim...`Goes inside the tooth to soothe the nerve'" based on dental journal articles and FDA monograph information. The ads came to NAD's attention through its ongoing monitoring program; NAD's conclusions were published in the November Case Report.
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