To some extent all advertising is exaggeration - but some claims are bigger than others. Now we find out that the famous line that eight out of 10 dentists recommend Colgate is, more or less, a big fat whopper. Or, in the words of the ASA, the claim breaches the industry codes on substantiation, truthfulness, testimonials and endorsement.
Essentially, dentists believe you should brush your teeth - and other toothpastes do the trick, too. Eight out of 10 dentists - surveyed by Colgate - recommended it, but not ahead of other brands. Colgate - which told the ASA they did not believe the claim was misleading - were lying low today, and refused to comment, but their website still claims they supply "Trusted Brands for Dental Care".
The ASA has warned Colgate not to use the slogan again. Can you suggest a new one?
