Sensodyne True White

March 29th, 2018

Despite its name Sensodyne True White is not a whitening toothpaste, at least not in the conventional sense. What does that mean? We’re not entirely sure but it was part of the defense offered by Sensodyne in response to a recent ASA inquiry into teeth-whitening claims on the product’s U.K. site. (There are similar claims on the U.S. site.)

According to the ASA release: “[Sensodyne] believed there was no reason why consumers would compare the whitening efficacy of the toothpaste, which was specifically formulated to meet the [needs of people with sensitive teeth], with other toothpastes which were not formulated to meet [those needs]. They also believed that the claims relating to the whitening benefit of the toothpaste were secondary to the primary claims in the ad which related to sensitivity care and the low abrasivity of the product.”

ASA wasn’t buying it. And after only one of the five studies submitted by Sensodyne showed a “greater whitening effect than that of standard whitening toothpaste,” ASA ordered that the teeth-whitening claims at issue be scrubbed from the site.

Find more of our coverage on oral care products here.

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The Advertising Standards Authority, abbreviated ASA, is the UK’s independent regulator of advertising across all media.


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