NZ - Ecostore removes 'nasty' fluoride claims from toothpaste marketing

​Ecostore has removed anti-fluoride marketing from its website after a complaint to the advertising watchdog accused the company of "scaremongering".

In July Ecostore launched a range of fluoride-free natural toothpaste, which included three products.

Marketing relating to one of the products, Ecostore Complete Care toothpaste, triggered a complaint to the Advertising Standards Authority (ASA) for unsubstantiated claims and fluoride "scaremongering".

The complaint from a C Atkinson said an advertisement for the toothpaste on the Ecostore website included an information page on sodium fluoride which labelled the material as "nasty".

READ MORE: Natural toothpaste will lead to epidemic of dental decay: Dentists

Ecostore uses its "nasty" ingredients page to detail why it does not use certain ingredients....................