Oral B toothpaste advert receives 7 complaints over medicinal claims
12 July 2018
The UK advertising watchdog ASA has ordered P&G to change an advert promoting its Oral B Gum and Enamel Repair toothpaste.
The regulatory body received seven complaints after the TV ad aired in August and September 2017, including one from a qualified dental nurse.
The ad featured two different women talking about gum twinges. A voiceover then stated: “New Oral B Gum and Enamel Repair toothpaste. Its active repair technology helps rejuvenate gums and repair enamel in just two weeks.”
The complainants challenged whether the claims complied with CAP Code.
P&G stood its ground explaining that it believed the claim was not medicinal and that weakened enamel was not a disease, but very common and well-known among consumers.
It also confirmed that the gum and toothpaste contained stannous fluoride, which provides an antibacterial ingredient to control bacterial growth and toxin production.
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