Aqua-Fresh Modifies a Comparison Ad

SmithKline Beecham has modified advertising for its Aqua-Fresh Whitening toothpaste in response to a challenge from Colgate-Palmolive Co. SmithKline altered its TV ads to make clear that its “superior whitening” claim for Aqua-Fresh refers only to Colgate Great Regular Flavor--not other Colgate brands. Colgate-Palmolive had lodged a complaint about the ad with the National Advertising Division of the Better Business Bureau.