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Non-Tech : Enamelon (ENML) - Does anyone follow this? -- Ignore unavailable to you. Want to Upgrade?

To: Mama Bear who wrote (406)	1/27/1998 1:33:00 PM
From: Greg B.	Respond to of 863

Barb, Please don't back peddle. Either you're speculating that there's an investigation, or you know there's an investigation because you have access to intimate details. The issue here is whether there's an investigation. The other issue is how the FDA will rule. Remember, Enamelon is slick. The ad is setup so that there are claims for strengthening teeth, with an implied link to preventing tooth decay. The FTC receives hundreds of complaints each month. The point is that in advertising there is a lot of grey area in which to manuever. Think about it: "It does not change the fact that Enamalon cannot claim their formulation more beneficial than flouride." That's not what Enamelon is literally doing in their ads. They are branding the toothpaste according to the monograph, but emphasizing the additional benefit of stronger teeth. So, is it speculation, or do you have access to facts in the investigation? Please, just give us one telling post from an independent source (Jaye Scholl doesn't count).

To: Mama Bear who wrote (406)	1/27/1998 2:09:00 PM
From: Harry Ehrlich	Read Replies (1) \| Respond to of 863

Barbara, do you have any ad copy stating that Enamelon is more beneficial than flouride? I have a tube here on my desk, and the tube and box do not make that claim. Harry