ASA don't recommend Colgate

Published: 17-Jan-2007

The British Advertising Standards Authority (ASA) has attacked Colgate Palmolive's claim, that 80% of dentists recommend the company's Colgate Total Advanced Fresh Toothpaste, as misleading.

The ASA found that the claim suggests that 80% dentists would recommend the brand over other toothpastes, while the remaining 20% prefer a different variety. However, the original survey, on which the claim is based, allowed dentists to recommend a number of toothpastes and brands and did not require them to express a preference for any particular one.

Colgate must therefore remove the claim from its advertising. Colgate Palmolive replied by explaining that it commissioned a survey on a wide range of topics every year and participants were aware that the results may be used for advertising purposes.

The British Advertising Standards Authority (ASA) has attacked Colgate Palmolive's claim, that 80% of dentists recommend the company's Colgate Total Advanced Fresh Toothpaste, as misleading.

The ASA found that the claim suggests that 80% dentists would recommend the brand over other toothpastes, while the remaining 20% prefer a different variety. However, the original survey, on which the claim is based, allowed dentists to recommend a number of toothpastes and brands and did not require them to express a preference for any particular one.

Colgate must therefore remove the claim from its advertising. Colgate Palmolive replied by explaining that it commissioned a survey on a wide range of topics every year and participants were aware that the results may be used for advertising purposes.

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