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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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Fear and distress
the blood and offal whilst smiling, with blood dripping from her mouth and teeth. Although the ASA
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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