ASA Bans GSK's TV Ad For Aquafresh Toothpaste For False Marketing Claims

GlaxoSmithKline’s TV commercial for its Aquafresh toothpaste, which includes claims that the product’s fluoride ingredient offers 24 hours of protection from sugar, was banned by the Advertising Standards Authority. With the complaint brought by rival manufacturer Colgate-Palmolive, the case highlights an intensifying competition between the brands. Although GSK presented related research it said supported the marketing claims, the ASA determined the toothpaste only had standard fluoride and no special ingredients.