Published: 22 February 2019

NEW CTPA Guide on Common Understanding of Borderline Toothpaste Claims

In collaboration with the Medicines and Healthcare products Regulatory Agency (MHRA), CTPA has created a guide on common understanding of the cosmetic/medicine borderline for toothpaste claims.  The objective of this guidance is to set a common understanding on the types of claims made for toothpastes and what this means in terms of the regulations that will apply to individual products in light of those claims.

In relation to this topic, the Advertising Standards Authority (ASA) has recently issued an online guide to advise companies on toothpaste claims based on previously upheld adjudications.


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