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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.

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