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Dental: Teeth whitening
Although some toothpastes and home-use kits can legitimately claim to “whiten teeth … teeth whitening should ensure they are supported by appropriate evidence and that they are relevant … could whiten teeth by three shades because the advertiser was unable to substantiate the claim (Church
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Dental: Sensitive teeth
toothpaste can treat sensitive teeth, or help with bleeding gums etc., the product may be classed as a … in the ad. As above, claims that a toothpaste is designed for sensitive teeth, or can reduce or aid … all claims of efficacy, or any claims that the product is suitable for those with sensitive teeth
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Dental: General
Historically, the ASA has investigated many ads for toothpaste and other products for teeth. See … below for specific sections relating to toothpaste, teeth whitening, and the evidence that may be … encouraged to familiarise themselves with Section 12: Health. Toothpaste Sensitive teeth
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Dental: Toothpaste
or prevent “sensitive” teeth, or if any of the ingredients within the product could … specifically, see Dental: Sensitive Teeth. Evidence Marketers looking to make any claims of efficacy or … legitimately claim to “whiten teeth”, CAP is increasingly coming across tooth whitening being
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Amber Jewellery
and calm breathing. They're especially effective for teething children as they prevent symptoms … November 2011). Similarly, in 2012 the ASA investigated an ad for teething necklaces which … and it was therefore concluded that the ad breached the Code (Amber-Teething-Necklaces.co.uk, 10
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Lasers: General
, Beauty and Slimming Claims. Skin Treatment Teeth Whitening Pain or Injury Reduction … Lasers. Teeth Whitening Marketers offering laser teeth whitening should not exaggerate the results … ) and must hold evidence that lasers can genuinely whiten the teeth. See Teeth Whitening for more
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Before and after photos
investigated images for a teeth-whitening product, and whether the images represented what customers could … the claims in the ad that the product had a perceptible whitening effect on teeth which could be … Cosmetics: Creams, Food and Beauty Supplements and Pills, Cosmetic Surgery, Teeth Whitening and Cosmetics: The use of production techniques.
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Misleading advertising
which challenged whether an ad for a teeth whitening product exaggerated the capabilities of the … product, because the visuals in the ad created the overriding impression that teeth could be whitened
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Beauty and Cosmetics: Procedures using lasers
, Teeth Whitening, Hair Loss, Weight control: Cellulite and Laser Eye Surgery.
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Official endorsements
Goodwill’, ‘Medicines: Celebrities and Health Professionals’, ‘Medicinal Claims’ and ‘Sensitive Teeth’.
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Beauty and Cosmetics: General
. Furthermore, marketers of teeth whitening products and braces must ensure that they do not exaggerate
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Entertainment: Films and TV
grin with lots of teeth with tagline “Never talk to strangers”. In determining whether
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Online Affiliate Marketing
teeth whitener and the caption “Morning y’all so recently I’ve been using this … teeth whitener and I’m very happy with my results. It’s super affordable make sure you guys
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Gambling, betting and gaming: Appeal to children
featured cartoon images of a pirate and a goat with golden teeth and a golden chain (Geo24 UK Ltd, 9
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Food: Health claims
normal teeth” is likely to be considered acceptable, provided the overall context of the ad