Colgate asked to drop whitening toothpaste claims

[drsushant]

Colgate asked to drop whitening toothpaste claims
The National Advertising Division (NAD) of the Council of Better Business Bureaus is recommending that Colgate-Palmolive discontinue certain marketing claims for its Optic White toothpaste, including “Same Whitening Ingredient as Strips.”
The disputed phrase appeared in print and Internet advertising, in a television commercial, and on product packaging and in-store displays.
The claims at issue were challenged before NAD by Procter & Gamble (P&G), which makes Crest 3D Whitestrips.

Pepsodent misleading adv
You might have seen adv by pepsodent where it claims that toothpaste does the job of floss as well as mouthwash, IDA is sleeping ?

        

[drsnehamaheshwari]

 

A U.K. radio advertisement for Listerine stating that "brushing alone isn’t enough" has been banned by the Advertising Standards Authority (ASA) following a complaint that the claim was misleading unsubstantiated, according to a ruling by the ASA.

Johnson & Johnson responded by referring to data from a 2009 survey that found high rates of oral health issues among a population sample in which 75% brushed their teeth twice a day and an additional 23% brushed once a day. In addition, it referenced 10 studies supporting their product’s ability to combat plaque, caries, periodontal disease, bad breath, and other oral health issues.

The ASA disagreed, finding the advertisement claim was misleading and unsubstantiated, and ruled that the ad must not be broadcast again in its current form. It considered that consumers would understand the claim "brushing alone isn’t enough" to mean that it was generally accepted within the dental community that brushing alone was not sufficient to maintain oral health, and that a mouthwash should also be used.

 

 

        

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