The Central Consumer Protection Authority (CCPA) has directed to withdraw the advertisements of Sensodyne Toothpaste. The directions have been issued following complaint lodged against the toothpasteâ€™s advertisements claiming it to be â€˜Number one toothpaste in the worldâ€™, â€˜Recommended by dentists all over the worldâ€™, â€˜Gives relief within 60 secondsâ€™.
The CCPA found that the claims are misleading. As per the directives the advertisements are required to be withdrawn within seven days and also imposed a fine of Rs 10 lakh.
The CCPA had issued the order on February 9. Further investigation has revealed that the Dentists shown in the advertisements are Indians only. The manufacturer also could not provide acceptable evidence in support of the advertisements. The CCPA, therefore, has initiated stern action against the manufacturer. The Authority has also referred to the situation during Covid19 pandemic, when people preferred common goods advertised on media, instead of going to clinics.
CCPA is acting against misleading advertisements and related companies. So far 13 companies have withdrawn advertisements of their products and three have made corrections.