UK Advertising Standards Authority says despite P&G’s modification of a claim in TV ads for Oral B Gum and Enamel Repair toothpaste, visuals in the ad combined with claims suggest the product can repair enamel.

Rising rates of Alzheimer’s disease and other cognitive conditions fuel demand for brain health supplements among consumers, with more than a third of US consumers saying they would be “very likely” to take them for memory, according to research firm Natural Marketing Institute.

Most US women ages 18-34 who take a supplement do so for beauty benefits, finds Mintel in a survey. Natural Marketing Institute says with science increasing understanding of nutrients, firms should offer supplements that address symptoms of common conditions consumers are treating with drugs.

Pfizer’s TV ad for Nexium Control short-term heartburn treatment implied consumers with persistent heartburn need not seek professional medical advice, UK Advertising Standards Authority says. Pfizer argued that information in the ad was in line with MHRA's approval for the drug’s indications and packaging warned consumers not to use more than 14 days.

Clorox and Procter & Gamble embarked on a strategic licensing partnership to market Burt’s Bees toothpastes, available now in mass retail doors. Billed as simple formulas for adults and kids, with or without fluoride, the line marks the third swing at toothpaste for the iconic natural brand.

Clorox and Procter & Gamble embarked on a strategic licensing partnership to market Burt’s Bees toothpastes, available now in mass retail doors. Billed as simple formulas for adults and kids, with or without fluoride, the line marks the third swing at toothpaste for the iconic natural brand.