[straight news network Beijing June 24 hearing (cosmetics business online) according to the UK's Daily Mail reported. Recently, Colgate site is whitening toothpaste by Procter & Gamble complaints to the ASA and ASA final ruling the ads in violation of the misleading and exaggerated three provisions and requirements for Colgate Palmolive withdrawal. It is reported that ASA mechanism sealing ban on advertising and Dior, Clinique and other. In addition, the "active complain of Procter & Gamble last year in China is due to the crest involving false propaganda and is to open a high ticket.

Recently P & G for Colgate site MaxWhiteOneOptic toothpaste ads copywriting and around the narrator, the advertising complaints to the ASA, one is advertising claim that the toothpaste can instantly make teeth white "(muchwhiter).

In this regard, Colgate Palmolive explanation, in toothpaste whitening strips will in brushing dissolved and binds to the teeth, it can realize the whitening effect. And Colgate also cites a consumer survey. According to the results of the survey, using this toothpaste for two weeks of 151 consumers, 67% of consumers satisfied products whitening ability, 58% of the people think the product to make their teeth whitening is obvious.

However, ASA has not been touched by the story of Colgate. ASA spokesman said: we believe that the ad in the instant whitening will make consumers believe that the use of the product after the teeth will immediately appear visible whitening effect. In addition ASA on advertising in the "white" also quite have the opinion, that the statement may allow consumers to contact the instant whitening effect.

Generally speaking, this advertisement violated the 3 items in the latest version of ASA (2012 Edition): 3.1 (misleading advertising), 3.7 (advertising basis) and 3.11 (Kua Zhang). Ultimately, ASA ruled that the advertisement can no longer be published in the current form or exaggerated statements.

What is interesting is that the complaints of Colgate toothpaste hype Procter & Gamble, last year in China had to eat the loss of false propaganda. It is reported that P & G's toothpaste crest brand double effect dazzle white toothpaste TV advertising to "a day whitening" for publicity, the Shanghai Municipal Administration of industry and Commerce in false propaganda and open 603 million yuan ticket. This is also the Chinese prior to a maximum fine of similar illegal advertising.

It is understood, UK on advertising management standards has been known for its strict and ASA had many well-known brand advertising "hell", such as Marc Jacobs "Oh, Lola!" perfume ad, MiuMiu tracks advertising, Avon cream advertisements. In 2007, Colgate advertising because that eighty percent of dentists recommend Colgate toothpaste "and sentenced off. In 2012, L'OREAL to "misleading" and "exaggerated" will Dior Mascara advertising complaints to ASA, the final ASA will be banned this ad.

In addition to ASA, and have no mercy on false advertising agency. In 2014, Clinique Hwan Yan dynamic IPL series is Italy's antitrust regulators identified for comparing the effect of deliberate propaganda and laser surgery and misleading consumer buying behavior and the open 40 million euros in fines. In April of the same year, L'OCCITANE has two products advertising because has a slimming effect, the Federal Trade Commission imposed a penalty of $45 million, while prohibiting the brand in the future to do a false advertisement reducing weight. 3

(original title: toothpaste advertising language "in a flash of white" is a complaint brand advertising carefully into the hell!

Editor: Xiao Shen

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