Colgate pretty much lying about their "80% recommended" claim

Colgate, the toothpaste company famous for their advertising slogan of "more than 80% of dentists recommend Colgate," has been "misleading" (read: more or less lying to) the public, and has been warned not to repeat it's bogus claim.

When the Advertising Standards Authority checked up on the toothpaste company's phone survey, they found that participating dentists were able to name more than one "recommended" brand. Not only was the company's implication that they were exclusively endorsed proven false, but the ASA also discovered that dentists recommended a competitors brand nearly as often as Colgate.

Just goes to show ya, be careful before believing in studies sponsored by corporations with an interest in their outcome.