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Consumer Agency Imposes Rs 10 Lakh Penalty On Misleading Sensodyne Ads


A fine of Rs 10 lakh has been imposed on the maker of Sensodyne brand toothpaste

New Delhi:

The Central Consumer Protection Authority (CCPA) has ordered the cessation of certain misleading advertisements of Sensodyne toothpaste within seven days and imposed a penalty of Rs 10 lakh on the manufacturer.

An official release on Tuesday stated that Sensodyne product ads claiming ‘Recommended by dentists worldwide’ and ‘No.1 sensitivity toothpaste in the world’ had been ordered to be stopped within seven days. Authorities also ordered the payment of a penalty of Rs 10 lakh.

Advertisements showing confirmation by a foreign dentist have been ordered to be discontinued in accordance with a preliminary order approved by the CCPA.

The CCPA, led by Nidhi Khare, “recently approved an order against misleading advertisements of Sensodyne products making claims of‘ Recommended by dentists worldwide ’and‘ World’s No. 1 sensitivity toothpaste, ’” the statement said.

Earlier on February 9, 2022, the CCPA had approved an order directing the cessation of advertising of Sensodyne products showing endorsement by foreign dentists.

CCPA has initiated suo-moto action against the advertising of Sensodyne products on various platforms including television, Youtube, Facebook and Twitter. The advertisement showed dentists practicing outside India (United Kingdom) supporting the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against tooth sensitivity.

These ads make the claim that Sensodyne is ‘Recommended by dentists around the world’, ‘No. sensitivity toothpaste. 1 in the world ’and‘ a clinically proven relief, works in 60 seconds ’, the statement said.

“After examining the feedback submitted by the company, CCPA found that the two market surveys submitted by the company in support of its claim of‘ Recommended by dentists worldwide ’and‘ World’s No.1 sensitivity toothpaste ’made in the ad were only conducted with dentists in India.

“No solid study or material has been submitted by the company to substantiate the allegations made in advertisements or demonstrate any superiority of Sensodyne products worldwide. Therefore, the claims are observed to have no cause or justification,” the ministry said.

With regard to the allegation of ‘clinically proven relief, works in 60 seconds’, CCPA has written a letter to the Chief Drug Regulator of India, Central Drug Standards Control Organization (CDSCO) to provide its comments on the accuracy of the claims made by the company.

CDSCO has instructed the Assistant Controller of Drugs, Licensing Authority, Silvassa to investigate the claim made by the company as the product was manufactured under a cosmetics license granted by the State Licensing Authority, Silvassa.

The Assistant Controller of Drugs has written to the CCPA stating that the claims made by the company are under investigation and further action will be initiated after the hearing process.

“Given communications received from CDSCO and Assistant Drug Controller, Licensing Authority, Silvassa regarding the allegation of‘ clinically proven relief, works in 60 seconds ’, the matter now rests with the Assistant Drug Controller, State Licensing Authority, Silvassa,” the statement said. it said.

As such, the CCPA has ordered the cessation of advertisements of Sensodyne products claiming ‘Recommended by dentists worldwide’ and ‘World’s No.1 sensitivity toothpaste’ within seven days and ordered the payment of a penalty of Rs 10 lakh.

In addition, advertisements showing foreign dentist certification have been ordered to be stopped in accordance with a preliminary order approved by the CCPA, he added.

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