‘Misleading’ Listerine Mouthwash Advert Banned
The Advertising Standards Agency has banned a Listerine mouthwash advert, claiming that it is ‘misleading’ to consumers.
The radio advert, which claims that “brushing alone isn’t enough”, has been banned after some listeners complained that it was misleading and suggested to consumers that the product was essential for good oral health, which some people believed was a claim that could not be substantiated.
Johnson & Johnson, the manufacturers of Listerine, defended the advert, citing research from 2009, which revealed that oral health problems were still very common despite the fact that 75 per cent of people brushed their teeth twice a day and 23 per cent brushed once a day.
The company claimed that using Listerine mouthwash helps to reduce the risk of common oral health problems, including gum disease, bad breath and tooth decay.
The Advertising Standards Agency said that the advert implied that it was the general belief among the dental community that mouthwash should be used by the public; however, this claim cannot be substantiated and therefore the advert has been banned.
Johnson & Johnson said that the decision was “disappointing” and added that the company has no intention in misleading consumers.
Join this Discussion