Arm & Hammer Ads Pulled After Poor Consumer Results
Television adverts for Arm & Hammer Advanced Whitening toothpaste have been pulled after consumers complained that their teeth looked the same or darker after use.
The adverts, which feature former Blue Peter presenter, Katy Hill, claim that using the toothpaste whitens the teeth to create a beautiful shiny smile; however, 43 per cent of consumers said that their teeth were the same colour or even darker after using the toothpaste and as a result, the adverts have been banned.
According to clinical trials carried out by Arm & Hammer, 2 in 5 people experienced whiter teeth by up to 3 shades; however, the same study revealed that a larger proportion of people (43 per cent) found that the toothpaste no difference to the shade of their teeth; 18% found there was no change, while 25% felt that their teeth were actually darker.
The facts have been revealed by the Advertising Standards Agency and the advert has now been banned from UK television, which will be a huge blow to the manufacturers of the well-known baking soda toothpaste, Church & Dwight.
The advert had been shown on TV screens hundreds of times and praised the benefits of baking soda, claiming that consumers could enjoy whiter, brighter teeth or claim their money back.
The ASA consulted a dental expert, who questioned the validity of the information provided by Church & Dwight regarding the efficacy of the Advanced Whitening toothpaste.
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