U.K. Clamps Down On Enamel-Regeneration Claim For Unilever Toothpaste
This article was originally published in The Tan Sheet
Executive Summary
The Advertising Standards Authority reviews the claim “82% enamel is Regenerated after 3 days” for Regenerate Enamel Science. Small print saying the statement was “based on an in vitro test measuring enamel hardness after three days’ combined use of toothpaste and serum” is insufficient, ASA said.