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.
The human vaginal mucosa is comprised of a protective multilayered epithelium with a squamous, stratified…
Veganism is no longer just a dietary choice; it’s a full lifestyle movement that influences…
The European Commission (EC) is hosting a free, one-hour webinar, “When Beauty Meets Green: The…