Published: 23 December 2022  (Updated: 23 December 2022)

ASA Ruling on Misleading Teeth Whitening Advert

On 21 December 2022, the Advertising Standards Authority (ASA) upheld a ruling against an online advertisement for a tooth whitening product which did not provide substantiation for claims to effectively whiten teeth within minutes.

The retailer did not respond to ASA’s enquires and was therefore in breach of CAP Code 1.7 ‘Unreasonable delay’ which states: “Any unreasonable delay in responding to the ASA's enquiries will normally be considered a breach of the Code.”

In the absence of such evidence, the ASA concluded that the claims that the product was effective at whitening teeth within minutes were misleading and had not been substantiated.

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