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Aquafresh Ads For 24HR Sugar Acid Protection Overstate Fluoride Benefit

This article was originally published in The Tan Sheet

Executive Summary

The Advertising Standards Authority agrees with GlaxoSmithKline's decision to withdraw ads in the UK for Aquafresh 24HR Sugar Acid Protection toothpastes. According to ASA's ruling, the ads in question imply without proper substantiation that users receive continuous protection between brushing even when frequently consuming sugary foods.

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