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| 'Misleading' Colgate toothpaste TV advert banned by watchdog | 'Misleading' Colgate toothpaste TV advert banned by watchdog |
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| A Colgate toothpaste TV advert which promised to "instantly" repair teeth has been banned for being "misleading". | A Colgate toothpaste TV advert which promised to "instantly" repair teeth has been banned for being "misleading". |
| Six complaints about the advert for Colgate Sensitive Repair and Prevent toothpaste were upheld by the Advertising Standards Authority. | Six complaints about the advert for Colgate Sensitive Repair and Prevent toothpaste were upheld by the Advertising Standards Authority. |
| Parent company Colgate-Palmolive (UK) said the product provided a "reparative layer on the enamel surface" when used. | Parent company Colgate-Palmolive (UK) said the product provided a "reparative layer on the enamel surface" when used. |
| It is the ninth Colgate-Palmolive ad to be banned in seven years, five of which were for dental products. | It is the ninth Colgate-Palmolive ad to be banned in seven years, five of which were for dental products. |
| The ad, which appeared on UK screens in August this year, claimed to instantly heal sensitive teeth if applied twice a day "directly with [a] finger for one minute". | The ad, which appeared on UK screens in August this year, claimed to instantly heal sensitive teeth if applied twice a day "directly with [a] finger for one minute". |
| Colgate-Palmolive claimed clinical studies showed the product repaired microscopic gaps in tooth enamel and it believed that the advert was clear that the claim referred to the product providing a protective barrier on the teeth in order to relieve pain caused by sensitivity. | Colgate-Palmolive claimed clinical studies showed the product repaired microscopic gaps in tooth enamel and it believed that the advert was clear that the claim referred to the product providing a protective barrier on the teeth in order to relieve pain caused by sensitivity. |
| However, the ASA said that this was not the same as repairing the tooth and concluded the claim that it "repairs teeth instantly" was not substantiated. | However, the ASA said that this was not the same as repairing the tooth and concluded the claim that it "repairs teeth instantly" was not substantiated. |
| The watchdog ruled the advert must not appear again in its current form and that the company must not make similar claims "unless they held evidence" to back it up. | The watchdog ruled the advert must not appear again in its current form and that the company must not make similar claims "unless they held evidence" to back it up. |
| It is the latest Colgate-Palmolive advert to be banned by the ASA. | It is the latest Colgate-Palmolive advert to be banned by the ASA. |
| In 2014 the company had a commercial banned for suggesting one of its toothbrushes used "sonic waves" to clean teeth, which the ASA said was misleading. | |
| Other Colgate-Palmolive ads to be banned include one that the ASA ruled exaggerated how much whiter a toothpaste would make the user's teeth and another that featured an endorsement from a woman who said she was a nurse but was actually an actress. | |
| The BBC has asked Colgate-Palmolive why it has fallen foul of the advertising regulator but has yet to receive a response. |