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ASA Bans Ad For Unilever's Regenerate Toothpaste Brand

December 24, 2014: 12:00 AM EST
The UK's Advertising Standards Authority ruled that an advertisement for Unilever's Regenerate toothpaste brand included “misleading clinical trial information.” ASA's order to ban the ad arose from a complainant's assertion that tooth enamel could not be regenerated, according to scientific evidence. The ad for the toothpaste said “82 percent of enamel is regenerated after three days.”
Natalie Mortimer , "Unilever ad banned for misleading toothpaste information", The Drum, December 24, 2014, © Carnyx Group Limited
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