Better Business Bureau challenges ACT ad claims
The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended that Chattem discontinue or modify advertising claims for ACT Total Care. Prompted by complaints by rival Procter & Gamble, NAD investigated Chattem’s claims for the fluoride mouth rinse, including: “[ACT Total Care] Fights Unsightly Plaque*” (*as part of a dentist advised oral health program) “[ACT Total Care is] the mouthwash that does it all” and provides

