NEW YORK — Colgate Optic White announced that the brand is the first toothpaste to be awarded the American Dental Association (ADA) Seal of Acceptance in the at-home tooth bleaching category.

Colgate Optic Advanced White Sparkling White Toothpaste earned the Seal of Acceptance following the ADA Council on Scientific Affairs’ finding that the product is safe and effective in helping prevent cavities and whitening teeth beyond surface stains, when used according to instructions. To earn the Seal, the product was scientifically evaluated by independent experts for safety and efficacy, passing ADA laboratory tests and meeting ADA and American National Standards Institute-approved dental standards.

Backed by science, the ADA Seal of Acceptance helps eliminate confusion when it comes to buying trusted products. With the new addition of Colgate Optic White Advanced Sparkling White, consumers can confidently choose a whitening toothpaste that is specially formulated to go beyond surface stains, to deeply whiten, unlike other ordinary toothpaste.

“We are honored that the ADA has recognized Colgate Optic White with this Seal of Acceptance,” said Ben McLaughlin, assc. director, Optic White Toothpaste, North America marketing. “Colgate Optic White Advanced products represent years of research and development and receiving the ADA Seal of Acceptance underscores our commitment to making the best at-home whitening toothpastes on the market.”