Colgate censured over 80% claim

January 17th, 2007

Colgate has been issued a warning by the Advertising Standards Authority over its claim that “80% of dentists recommend Colgate”. They discovered that the survey in question had found Colgate to be recommended no more often than a rival product. I like that I live in a world where a million dollar marketing campaign can be derailed by a couple of cats shouting “the emperor is naked!”.

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.

Truth be told, I’m a little piqued because only last week someone was telling me it couldn’t be true, and that I should investigate it. Oh well, that’s procrastination for you.

Link to the BBC News story.

Entry Filed under: General

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