Sensodyne was fined Rs 10 lakh by the CCPA for misleading advertisements
The Central Consumer Protection Authority (CCPA) has ordered that certain misleading advertisements for Sensodyne toothpaste be removed within seven days, and has fined the company ten lakh rupees.
Advertisements for Sensodyne products that make the claims ‘Recommended by dentists worldwide’ and ‘World’s No.1 sensitivity toothpaste’ have been ordered to be removed from the market within seven days, according to an official statement released on Tuesday. The authority also ordered a penalty of ten lakh rupees to be paid.
According to a previous order issued by the CCPA, advertisements that show endorsements from foreign dentists must be removed. The CCPA, led by Nidhi Khare, “recently passed order against misleading advertisements of Sensodyne products that make the claims ‘Recommended by dentists worldwide’ and ‘World’s No 1 sensitivity toothpaste.”
Previously, on February 9, 2022, the CCPA issued an order prohibiting Sensodyne products from being advertised if they are endorsed by foreign dentists. The CCPA had taken suo-moto action against Sensodyne products advertised on television, YouTube, Facebook, and Twitter. Dentists practising outside of India (the United Kingdom) endorsing the use of Sensodyne products, such as Sensodyne Rapid Relief and Sensodyne Fresh Gel, for sensitivity protection.
According to the statement, these advertisements claim that Sensodyne is “recommended by dentists around the world,” “the world’s No. 1 sensitivity toothpaste,” and “clinically proven relief, works in 60 seconds.”The CCPA had written to the Drugs Controller General of India, Central Drugs Standard Control Organisation (CDSCO), in response to the company’s claim of “clinically proven relief, works in 60 seconds.” Because the product in question is manufactured under a cosmetic licence granted by the State Licensing Authority, Silvassa, the CDSCO has directed the Assistant Drug Controller, Licensing Authority, Silvassa, to investigate the company’s claims.
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