The Central Consumer Protection Authority (CCPA) of the Ministry of Consumer Affairs has slapped a fine of Rs 10 lakh on GlaxoSmithKline (GSK) Consumer Healthcare Ltd, the manufacturers of Sensodyne toothpaste products, and also directed it to discontinue the misleading advertisement within seven days.
The Sensodyne toothpaste advertisement claiming it is 'Recommended by dentists worldwide' and is the 'World's No 1 sensitivity toothpaste," was found to be misleading. Last month, the CCPA imposed a fine of Rs 10 lakh on the online home shopping company, Naaptol, and ordered itto drop its misleading advertisements. According to the CCPA, advertisements which show endorsements by foreign dentists have been ordered to be discontinued. The CCPA, headed by IAS Nidhi Khare, "recently passed order against misleading advertisements of Sensodyne products which make claims 'Recommended by dentists worldwide' and 'World's No 1 sensitivity toothpaste," the CCPA said in a statement.
Earlier, on February 9, 2022, the CCPA had passed an order directing discontinuation of advertisement of Sensodyne products which show endorsement by foreign dentists.
The CCPA had initiated suo-moto action against advertisement of Sensodyne products on various platforms including television, YouTube, Facebook and Twitter. The ads show dentists practising outside India (UK) endorsing the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against teeth sensitivity. These advertisements make claims that Sensodyne is 'Recommended by dentists worldwide', 'World's No. 1 sensitivity toothpaste' and 'clinically proven relief, works in 60 seconds', the CCPA said.
"After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by company in support of its claims 'Recommended by dentists worldwide' and 'World's No.1 sensitivity toothpaste' made in advertisements were conducted only with dentists in India. "No cogent study or material were submitted by company to substantiate claims made in advertisements or indicate any worldwide prominence of Sensodyne products. Thus, the claims were observed to be bereft of any reason or justification," the ministry said. With respect to claim of 'clinically proven relief, works in 60 seconds', the CCPA had written to Drugs Controller General of India, Central Drugs Standard Control Organization (CDSCO) to furnish its comments on the correctness of the claims made by the company.
The CDSCO has directed Assistant Drug Controller, Licensing Authority, Silvassa to investigate claims made by company since product in question is manufactured under cosmetic license granted by State Licensing Authority, Silvassa. In wake of consumer sensitivity around Covid-19 pandemic, CCPA took stringent action against misleading advertisements whereby 13 companies withdrew their advertisements and three companies made corrective advertisements.
Further, to safeguard consumer interest against misleading advertisements and unfair trade practices, CCPA has also issued two advisories.