Sensodyne ordered to halt misleading ads, Rs 10 lakh penalty imposed

The Central Consumer Protection Authority (CCPA), has banned misleading ads of Sensodyne, a toothpaste brand within seven days and imposed a fine of ₹10 lakh, the government said in a statement on Tuesday.

As per the official release, Sensodyne has promoted its products with the labels "recommended by dentists worldwide" and "world's No 1 sensitivity toothpaste" with foreign dentists endorsing the products.

The authority, set up under the Consumer Protection Act, 2019, rejected responses submitted by Sensodyne's manufacturers to validate these two claims.

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.

However after examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the company in support of its claims 'Recommended by dentists worldwide' and 'World's No.1 sensitivity toothpaste' made in the advertisements were conducted only with dentists in India.

Another claim in the toothpaste's branding, "works in 60 seconds" is under investigation by the assistant drug controller, state licensing authority, Silvassa in Dadra and Nagar Haveli because that is the appropriate scientific body to evaluate the claim, the consumer affairs ministry said, citing the CCPA order.

The CCPA, headed by Nidhi Khare had initiated suo-moto action against advertisement of Sensodyne products on various platforms including television, Youtube, Facebook and Twitter.

The Assisting Drug Controller 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.

"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.

Sensodyne is a toothpaste for oral sensitivity, a painful condition caused by damaged gums, owned by GSK Consumer Healthcare, which also sells brands such as Eno (acidity-relief product), Crocin (paracetamol) and Otrivin (a nasal decongestant). GSK is one of India's oldest healthcare companies.

"'The matter is sub-judice. We are a responsible and compliant company, committed to the welfare of our consumers and our products conform to the highest quality standards," GSK Consumer Healthcare spokesperson said in a statement.