This article is from the source 'bbc' and was first published or seen on . It will not be checked again for changes.

You can find the current article at its original source at http://news.bbc.co.uk/go/rss/-/1/hi/uk/6269521.stm

The article has changed 2 times. There is an RSS feed of changes available.

Version 0 Version 1
Colgate warned over '80%' boast Colgate warned over '80%' boast
(about 3 hours later)
The maker of Colgate toothpaste have been warned not to repeat its famous advertising claim that "more than 80% of dentists recommend Colgate". The maker of Colgate toothpaste has been warned not to repeat its famous advertising claim that "more than 80% of dentists recommend Colgate".
The Advertising Standards Authority concluded the claim on Colgate posters was "misleading" after investigating the phone survey behind the boast.The Advertising Standards Authority concluded the claim on Colgate posters was "misleading" after investigating the phone survey behind the boast.
It found the dentists surveyed were allowed to name more than one brand.It found the dentists surveyed were allowed to name more than one brand.
But the ASA said the advertising claim implied 80% of dentists recommended Colgate to the exclusion of its rivals.But the ASA said the advertising claim implied 80% of dentists recommended Colgate to the exclusion of its rivals.
In fact, the ASA's inquiry found another competitor's brand was recommended almost as much as Colgate was by those dentists who were surveyed.In fact, the ASA's inquiry found another competitor's brand was recommended almost as much as Colgate was by those dentists who were surveyed.
It added the survey "did not make clear the poll was on behalf of Colgate".It added the survey "did not make clear the poll was on behalf of Colgate".
The watchdog also said the claim implied professional endorsement of the product by dentists, but Colgate did not have written permission from the interviewees.The watchdog also said the claim implied professional endorsement of the product by dentists, but Colgate did not have written permission from the interviewees.
In response, toothpaste maker Colgate-Palmolive said it had commissioned a research agency to survey dentists and hygienists on a wide range of subjects each year.In response, toothpaste maker Colgate-Palmolive said it had commissioned a research agency to survey dentists and hygienists on a wide range of subjects each year.
It said the participants would be aware that the survey results might be used for a variety of reasons, including advertising.It said the participants would be aware that the survey results might be used for a variety of reasons, including advertising.
But the ASA ruled that the poster advert for Colgate's Total Advanced Fresh toothpaste had breached the industry code's clauses relating to substantiation, truthfulness, testimonials and endorsement of medicines, and upheld the two complaints it had received.But the ASA ruled that the poster advert for Colgate's Total Advanced Fresh toothpaste had breached the industry code's clauses relating to substantiation, truthfulness, testimonials and endorsement of medicines, and upheld the two complaints it had received.