The Central Consumer Protection Authority (CCPA) imposed a Rs 10 lakh penalty and ordered discontinuation of advertisement of Sensodyne products which make the claims that it is 'world's No.1 Sensitivity toothpaste.
An official statement passed by authorities of the Ministry of Consumer Affairs, Food & Public Distribution stated that the Sensodyne ads which claim that it is "Recommended by dentists worldwide" and "World's No.1 sensitivity toothpaste" are misleading.
Therefore, the ad should be discontinued within seven days and directed payment of penalty of Rs 10,00,000.
"Also, advertisements which show endorsements by foreign dentists have been ordered to be discontinued as per the earlier order passed by CCPA," the statement further added.
CCPA also initiated suo-moto action against the advertisement of Sensodyne products on various platforms including Television, Youtube, Facebook and Twitter showing dentists practising outside India.
Such advertisements also show the use of Sensodyne products namely Sensodyne Rapid Relief and Sensodyne Fresh Gel for protection against teeth sensitivity and making claims that Sensodyne is "Recommended by dentists worldwide", "World's No. 1 sensitivity toothpaste" and "clinically proven relief, works in 60 seconds".
After examination of the response submitted by the company, CCPA observed that the two market surveys submitted by the brand in support of its claims "Recommended by dentists worldwide" and "World's No.1 sensitivity toothpaste" were made in the advertisements were conducted only with dentists in India.
Earlier also Sensodyne was ordered to stop the ads that showed endorsement by foreign dentists.