Can a toothpaste really change the color of our teeth? Unfortunately not. For this, Colgate Palmolive's Expert White toothpaste was fined by the Antitrust Authority for "misleading advertising".
Don't store avocado like this: it's dangerousCan a toothpaste really change the color of our teeth? Unfortunately not. For this, Colgate Palmolive's Expert White toothpaste was fined by the Antitrust for "misleading advertising".
The fine amounts to 500 thousand euros, as emerges from the weekly bulletin of the Authority. It all starts with a report from Altroconsumo, which had carried out tests on 15 whitening toothpastes, showing how no one could actually change the color of the teeth by one or more shades.
The motivations read:
"The professional's commercial communications, disseminated through the internet, packaging and television commercials, concerning the vaunted whitening characteristics of Expert White toothpaste, according to which it would have a different action than most toothpastes in that, thanks to the use of a whitening ingredient used in professional treatments, would have the ability to remove stains in depth and reverse years of yellowing of the teeth, appear misleading and deceptive, both for the failure to fulfill the burden of proof, and on the basis of evidence in the sense contrary acquired in deeds ".
This misleads the average consumer as to the real characteristics and extent of thewhitening effectiveness of Expert White toothpaste.
Advertising spots, therefore, actually carry untruthful information, as well as lacking essential information for an informed choice, with the consequent impossibility for the consumer,
“To clearly perceive the characteristics in terms of assimilability of the whitening efficacy of a professional treatment to the use of toothpaste and consequently to adopt an informed commercial decision”, writes the Antitrust.
Thus, while 2 of the companies involved in the proceeding ((Henkel and Unilever) immediately decided to adapt the claims and advertisements, Colgate-Palmolive, which had gone ahead with the proceeding, in addition to the sanction, has the obligation to remove the advertisements incorrect.
So, in conclusion, don't be fooledNo differences were found between normal and whitening toothpastes in the removal of surface stains caused by food and beverages such as wine and coffee, abrasiveness and formulations.
What changes ... is only the advertising marketing.
To consult the bulletin click here
Roberta Ragni
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