SA’s Advertising Regulatory Board (ARB) has barred the toothpaste makers, Sensodyne, from claiming their product, Pronamel, can help rebuild enamel lost due to acid erosion.
In a video advert posted on their Facebook page in April, reviewed by the ARB after a consumer complaint, Sensodyne said that “(a)cidic food and drinks may damage your enamel, but Sensodyne Pronamel helps rebuild it.”
The video, which can no longer be found on Pronamel’s Facebook page, poses the question, “Is what you eat eating your enamel?” stating that acidic food causes enamel loss and then showed an image of the Sensodyne Pronamel toothpaste, while claiming that it “helps rebuild and strengthen enamel”.
In its defence to the complaint, Sensodyne stated that the sodium fluoride in its toothpaste helps to protect teeth against the effects of erosion caused by eating acidic food. They also argued that the formulation used for Pronamel helps replenish enamel softened by acid.
The ARB was of the view that Sensodyne intended to communicate that Pronamel helps remineralise enamel rather than simply replenish or create it anew, – which it believes is suggested by using the “rebuild” phrase on the tubes.
According to the ARB, a more apt claim would be that it strengthens the teeth’s remaining enamel, making them more resistant to further depletion or damage.
Source: Business day
ALSO READ: Prince William and Prince Harry unveil statue of Princess Diana
