Misleading claims
Colgate warned over '80%' boast
Colgate's claim on posters was "misleading"
The maker of Colgate toothpaste has been warned not to repeat its famous advertising claim that "more than 80% of dentists recommend Colgate". The Advertising Standards Authority concluded the claim on Colgate posters as "misleading" after investigating the phone survey behind the boast. It found the dentists surveyed were allowed to name more than one brand. But the ASA said the advertising claim implied 80% of dentists recommended Colgate to the exclusion of its rivals.
In fact, the ASA's inquiry found another competitor's brand was recommended almost as much as Colgate was by those dentists who were surveyed.
Colgate's claim on posters was "misleading"
The maker of Colgate toothpaste has been warned not to repeat its famous advertising claim that "more than 80% of dentists recommend Colgate". The Advertising Standards Authority concluded the claim on Colgate posters as "misleading" after investigating the phone survey behind the boast. It found the dentists surveyed were allowed to name more than one brand. But the ASA said the advertising claim implied 80% of dentists recommended Colgate to the exclusion of its rivals.
In fact, the ASA's inquiry found another competitor's brand was recommended almost as much as Colgate was by those dentists who were surveyed.
posted by Bill at
9:37 AM
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