HBW Insight is part of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Nothing Cosmetic About P&G Oral-B Enamel Repair Claims, UK Review Finds

This article was originally published in The Pink Sheet & The Rose Sheet

Executive Summary

UK's advertising regulator agrees that P&G's TV ads for Oral B Gum and Enamel Repair toothpaste were misleading.  P&G argued ad claims that the product could fix enamel and reverse damage were cosmetic, not medicinal, because they only suggested the product could protect gums and promote overall oral health.

You may also be interested in...



Colgate Stretches Enamel Strengthening Toothpaste Claim's Reliability

Colgate supports claims that Colgate Enamel Health Mineral Repair could strengthen weakened enamel “4x better by replenishing it with vital minerals” with in situ and laboratory data, but it goes too far with an image implying it protects teeth from breaking, ad monitoring group says.

P&G’s Oral B 100% Stain Removal Claim Passes Muster With ASA

Following a Colgate challenge, the ASA examines a P&G clinical study submitted in support of its claim that Oral B 3D White Luxe Perfection toothpaste “removes up to 100% of surface stains in 3 days.”

In Brief: USPlabs drops aegeline, bill would allow FSA spending on OTCs, herbal ingredient research draws criticism, P&G supports toothpaste claims

USPlabs removes aegeline from formulas; Bill would allow FSA spending on OTCs; Herbal ingredient research draws criticism; P&G supports U.K. toothpaste ad claims; more In Brief.

Topics

Related Companies

UsernamePublicRestriction

Register

SC142321

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel