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Sensodyne to pay fine for calling itself “World’s No. 1 sensitivity toothpaste”

Sensodyne to pay fine for calling itself “World’s No. 1 sensitivity toothpaste”

Sensodyne is owned by GSK Consumer Healthcare, one of India’s oldest healthcare companies, which also owns household brands like ENO and Crocin.  

The toothpaste brand has come under scrutiny by the Central Consumer Protection Authority (CCPA) for false and unverified claims made in its advertisements.

The CCPA has banned its popular ads that feature non-Indian dentists endorsing the toothpaste and making claims like “recommended by dentists worldwide”, “world’s No 1 sensitivity toothpaste”, and “clinically proven relief, works in 60 seconds”.

According to the CCPA, the company has failed to show any study or material validating these claims or establishing the worldwide prominence of its products. Consequently, a ₹10 Lakh fine has been levied against Sensodyne, according to a statement released on 22 Mar 2022.

False advertisements are as old as advertising itself- and lawsuits in this area are far too common. For this reason, companies  get a Comprehensive General Liability (CGL) Insurance policy.

A CGL policy provides coverage for advertising injuries. Here, everything from copyright infringement, libel/slander, to misleading claims in the company’s advertisements can be covered.

Through an advertising injury cover, business can pay for any legal expenses or settlements that may arise out of its advertising mistakes.

Even though Sensodyne’s makers have submitted market surveys in support of their claims, the country’s top consumer statutory body remains unconvinced of the authenticity of Sensodyne’s embellished advertising.

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Further Reading

Learn more about this policy : Comprehensive General Liability (CGL) Insurance policy