Nothing Cosmetic About P&G Oral-B Enamel Repair Claims, UK Review Finds
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...
Oral-B Enamel Repair Claim Has Second Brush With UK Advertising Authority
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.
Essential Oil Sleep Claims In Hot Water With UK Advertising Regulator
UK Advertising Standards Authority advised Puressentiel not to make ad claims reserved for licensed medicinal products. Puressentiel argued its products aren't medicinal, but still provided efficacy studies, which ASA declined to review.
Oral B Pro Most-Recommended Claim Backed By P&G's Global Dentist Surveys
UK Advertising Standards Authority says it rejected a complaint challenging whether the claim “number one dentist recommended brand worldwide” that P&G made in a TV ad was misleading and could be substantiated. P&G Health & Beauty Care Ltd. business in England responds with explanation of surveys with dentists it commissions to determine the professionals' regards for Oral B manual and power brushes.