Colgate Sensitivity Toothpaste Misses Instant Repair Mark In UK Ad Review
Executive Summary
Colgate Sensitive Repair and Prevent toothpaste can relieve tooth sensitivity but cannot regenerate enamel that had worn away or restore receding gums, as suggested in a TV ad for the product, says UK Advertising Standards Authority.
Relief against tooth sensitivity is not equal to a restorative effect, the UK advertising regulator says in a review of Colgate-Palmolive Ltd.'s “repairs teeth instantly” claim for its Colgate Sensitive Repair and Prevent toothpaste.
In a report published Dec. 19, the Advertising Standards Authority says the Colgate-Palmolive Co. business in Guildford, England, submitted four studies demonstrating the product could “significantly” reduce dentin hypersensitivity after direct application through its active ingredients arginine and calcium carbonate, which the firm calls Pro-Argin.
However, none of the studies showed the product “was able to regenerate enamel that had worn away, restore receding gums or consequently that teeth ad been immediately restored to a healthy condition through use of the product,” the UK advertising watchdog noted. It advised the firm to discontinue the claims.
ASA received six complaints about the claim “repairs teeth instantly” in a TV ad aired in August. The ad featured a voice over stating, “Are you on autopilot when it comes to sensitive teeth, using a toothpaste that just numbs the pain? Switch to Colgate Sensitive Repair and Prevent. It repairs teeth instantly and helps strengthen gums, preventing sensitivity.” On-screen text stated, “Apply directly with finger for 1 minute. Use twice a day” and “Potential prevention of sensitivity refers to potential recession by helping reduce gum inflammation.”
Colgate contended that its Sensitive Repair and Prevent toothpaste is a European Economic Council-certified medical device intended to repair teeth in order to relieve pain caused by sensitivity by delivering a surface coating which acts as a reparative layer on the enamel surface, filling in microscopic cracks and imperfections caused by common acidic food and drinks. The message was emphasized by on-screen text.
Clearcast, a broadcast industry organization that reviews most British TV ads before airing, had concerns over the TV commercial script but approved the claim on the basis of the on-screen text, according to ASA's report.
Remedy For The Symptoms, Not The Cause
In its review, ASA determined the on-screen text didn't alter the impression that the product had a restorative effect on teeth. It noted tooth sensitivity occurs primarily when dentin – the layer of the tooth that sits between the enamel on the ordinarily visible part of the tooth and pulp – is exposed, and the two main causes of tooth sensitivity are worn enamel or recession of the gums, both of which expose the dentin.
“We did not consider a product that provided relief against sensitivity by acting as a barrier to match the likely expectation that a restorative effect on the teeth occurred,” ASA said. “We had seen no evidence that the product was able to regenerate enamel that had worn away, restore receding gums or consequently that teeth had been immediately restored to a healthy condition through use of the product.”
As the ad implied the formulation has a restorative effect on sensitive teeth, the claim “repairs teeth instantly” is misleading and has not been substantiated, a breach of UK advertising regulations for misleading advertising and substantiation.
This review marked ASA's fourth of Colgate oral care product ad claims since June 2016. In a review published in September 2017, ASA rejected three complainants challenging Colgate Max White Expert White claims “up to three shades whiter” and “whiter teeth in five days.” (Also see "Colgate's UK Whitening Claims Shine On Clinical Data, Consumer Perception" - HBW Insight, 22 Sep, 2017.)
In July 2017, ASA didn't uphold complaints that the company’s claims for Colgate Total Proof toothpaste were misleading. The firm's response to the complaints was exemplary for substantiating consumer health claims with clinical data and consumer perception results, and ASA also credited Colgate for including an effective qualifier with its claims. (Also see "Colgate Total Proof UK Ad Gets Broadcasters' Help In Regulator’s Review" - HBW Insight, 20 Jul, 2017.)
And in June 2016 following a review on a complaint by Procter & Gamble Co., ASA determined Colgate did not substantiate a "much whiter" claim for Colgate Max White One Optic toothpaste. (Also see "Colgate Max White 'Instant' Benefit Claims Not Exaggerated Overall – ASA" - HBW Insight, 22 Jun, 2016.)