CCPA orders discontinuation of misleading Sensodyne ads; imposes Rs 10 Lakh penalty

The Central Consumer Protection Authority (CCPA) has ordered Sensodyne Toothpaste to discontinue some of its ‘misleading’ advertisements within seven days and has also imposed a penalty of Rs 10 lakh on the company for the same. 

According to an official release, taglines like 'Recommended by dentists worldwide' and 'World’s No1 sensitivity toothpaste' have been asked to be discontinued. The advertisements which have endorsements by ‘foreign dentists’ had also been ordered to be discontinued as per the earlier order passed by the CCPA in February 2022.

The CCPA stated that the two market surveys that were submitted by the company in support of its claims like 'Recommended by dentists worldwide' and 'World’s No.1 sensitivity toothpaste' made in the ads were conducted only with dentists in India. 

"No cogent study or material were submitted by the company to substantiate the claims made in the advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification," it said. 

To verify another claim by the company that says the toothpaste is a 'clinically proven relief, works in 60 seconds', the Ministry had written to the Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO). The CDSCO has further directed The Assistant Drug Controller, Licensing Authority, Silvassa to investigate the claims as the product is manufactured under a cosmetic license granted by State Licensing Authority, Silvassa.

“In view of the communication received from CDSCO and Assistant Drug Controller, Licensing Authority, Silvassa as regards the claim of 'clinically proven relief, works in 60 seconds', the matter now rests with Assistant Drug Controller, State Licensing Authority, Silvassa," the statement said.

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