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Wm. Wrigley Jr.’s complaint against Cadbury USA’s advertising claim that its Trident Xtra Care gum builds tooth enamel has been routed to the Federal Trade Commission for review, the National Advertising Division said this week.
Wrigley initially submitted its complaint earlier this year to NAD, which is part of the Council of Better Business Bureaus. The gum maker challenged Cadbury’s claim that Trident Xtra Care “strengthens your teeth” and said the claim is misleading to consumers.
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