’24 Hour Sugar Acid Protection’, Toothpaste Claim Difficult to be Substantiated, via Global Cosmetics News

13 May 2016

ASA ban GSK toothpaste advert due to ‘bogus claims’

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May 13, 2016 Written by 

An advertisement showing in the UK for GlaxoSmithKline’s Aquafresh toothpaste brand has been banned by the Advertising Standard Agency due to bogus claims that it provided ’24 Hour Sugar Acid Protection’.

The ASA has suggested that the company is unable to back up the claims and has demanded it be removed from the TV and YouTube.

Rival toothpaste competitor Colgate-Palmolive challenged the advertisement, questioning whether the fluoride ingredient could in fact provide 24 hour protection, as the marketing campaign…


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