Nothing Cosmetic About P&G Oral-B Enamel Repair Claims, UK Review Finds
Executive Summary
UK's advertising regulator agrees that P&G's TV ads for Oral B Gum and Enamel Repair toothpaste were misleading. P&G argued ad claims that the product could fix enamel and reverse damage were cosmetic, not medicinal, because they only suggested the product could protect gums and promote overall oral health.